60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals

Chapter 08

Strategic Branding Assessment

Brand Assessment

This quick approach to brand assessment is a self-diagnostic tool to allow you to make a quick assessment of the strength of your brands. The scoring and findings of this quick assessment will provide a better understanding of overall brand strength and will allow you to devise more effective brand-building strategies and programs. This is clearly not meant as a means to evaluate product functions or features. It is meant solely to focus on the issues that influence the intangible values of your products, customers, and markets—the issues that generally have an influence on, and are embedded in, brands. In conducting this examination, think about where your brand stands today. For a department- or company-wide assessment, add up the total scores and divide them by the number of respondents. I suggest that you separate departmental responses to gain a better picture of the gaps between departments or business units. A scoring guide is at the end of the questionnaire.

01 Clear statement of complete brand purpose and direction:
Yes	0
Not yet	2
02 Brand personality and values known and understood:
Yes	0
More intuitive	1
Not really	2
03 Top management outside brand and marketing functions supports the brand-building efforts:
Strong	0
Adequate	2
Pretty shaky	4
04 Internal brand champion:
Strong champion with authority	0
A champion with responsibility	1
Unofficial champion	2
Simply ...