| No |
Question |
Yes |
No |
| 1 |
Does your organization have a brand promise, mission or vision statement? |
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| 2 |
In general, can most employees recite the brand promise, mission or vision statement or their key messages? |
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| 3 |
Are senior executives' discussions focused on innovating products and services? |
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| 4 |
Is the majority of your marketing budget for public relations? |
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| 5 |
Do you have written guidelines for your brand's graphic representation and usage? |
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| 6 |
Does your brand have a byline description that usually appears with the brand name to let consumers know what business you are in? |
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| 7 |
Does your brand have a tag line that usually appears in advertising to communicate to consumers the emotional and functional benefits of your brand? |
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| 8 |
Does your brand conduct regularly scheduled consumer research in the form of interviews and/or consumer focus groups? |
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| 9 |
Do you know how your customers view your brand compared to your closest competitor? |
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| 10 |
Are your strategic and business-planning processes all directed and focused on building, developing and growing brand equity? |
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| 11 |
Does your organization's leadership own the responsibility for your brand's equity, as opposed to the marketing department or an advertising agency? |
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| 12 |
Does your brand occupy the leadership position in its respective market, category or industry? |
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| 13 |
Does your organization measure and analyze every activity - products, services and customer interaction - to determine whether it is fulfilling your brand promise? |
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| 14 |
Does your organization have a consistent methodology to measure and monitor brand equity based on cumulative results? |
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| 15 |
When important decisions need to be made regarding the brand, does someone represent the customer's viewpoint? |
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| 16 |
Do you have a regular process in place to capture important consumer and customer input? |
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| 17 |
Do you have any unique proprietary assets such as patents, trademarks, and attributes that consumers can recognize and which will help them sift through the cluttered marketplace? |
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| 18 |
Do you place a priority on being perceived by consumers, first and foremost, as a "friend"? |
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| 19 |
Does everyone throughout the organization have a personal understanding of what your brand stands for and how he or she should deliver the brand's essence? |
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| 20 |
Do you know, from your customer's perspective, what the most distinctive attributes are those differentiate your brand from competitors? |
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