Brand Card

Delivering on Customer Desires

To what extent have they attempted to uncover consumer needs and wants?

1 2 3 4 5

To what extent do they focus relentlessly on maximizing customers’ product and service experiences?

1 2 3 4 5

To what extent do they have a system in place for getting comments from customers to the people who can effect change?

1 2 3 4 5

To what extent does the brand excel at delivering the benefits that customers truly desire?

1 2 3 4 5

What do you think that customers truly want from this brand?

Relevance

To what extent have they invested in product improvements that provide better value for customers?

1 2 3 4 5

To what extent are they in touch with customers’ tastes?

1 2 3 4 5

To what extent are they in touch with new trends as they apply to the offering?

1 2 3 4 5

To what extent are the marketing decisions based on knowledge of the above conditions (customer tastes, current market conditions, new trends)?

1 2 3 4 5

To what extent does the brand stay relevant?

1 2 3 4 5

What makes this brand “relevant”? Are there any environmental variables that they are capitalizing on for their success?

1 2 3 4 5

Value

To what extent have they optimized price, cost and quality to meet or exceed customers’ expectations?

1 2 3 4 5

To what extent do they have a system in place to monitor customers’ perceptions of the brand?

1 2 3 4 5

To what extent have they estimated how much value customers believe the brand adds to the products?

1 2 3 4 5

To what extent is the pricing strategy based on consumers’ perceptions of value?

1 2 3 4 5

Positioning

To what extent have they established necessary and competitive points of parity with competitors?

1 2 3 4 5

To what extent have they established desirable and deliverable points of difference with competitors?

1 2 3 4 5

To what extent is the brand consistent?

1 2 3 4 5

How confident are you that the marketing programs are not sending conflicting messages and that they have not done so over time?

1 2 3 4 5

To what extent are they adjusting programs to keep current?

1 2 3 4 5

To what extent is the brand properly positioned?

1 2 3 4 5

What is the positioning of this brand? Who are the primary competitors?

Portfolio

How well does the corporate brand create a seamless umbrella for all the brands in the brand portfolio?

1 2 3 4 5

To what extent do the brands in that portfolio hold individual niches?

1 2 3 4 5

How well do brands maximize market coverage?

1 2 3 4 5

What are all of the “brands” (or product lines) in this product mix?

1 2 3 4 5

Integrated Marketing Activities

To what extent have they chosen or designed the brand name, logo, symbol, slogan, packaging, signage and so forth to maximize brand awareness?

1 2 3 4 5

How aware are they of all the marketing activities that involve the brand?

1 2 3 4 5

To what extent have you capitalized on the unique capabilities of each communication option, while ensuring that the meaning of the brand is consistently represented?

1 2 3 4 5

How well does the brand make use of and coordinate a full repertoire of marketing activities to build equity?

1 2 3 4 5

How does this brand promote itself?

1 2 3 4 5

Management

To what extent are they aware of all the core associations people make with the brand, whether intentionally created by the company or not?

1 2 3 4 5

To what extent do you think they created detailed, research driven portraits of the target customers?

1 2 3 4 5

To what extent have they outlined customer driven guidelines for brand extensions and marketing programs?

1 2 3 4 5

To what extent do the brand’s managers understand what the brand means to consumers?

1 2 3 4 5

Brand Report Card Attribute

Score

(low score is bad)

%

Rate these elements in order of importance

(low score is important)

Prioritize key areas for focusing improvements*

Delivering on Customers Desire

Relevance

Value

Positioning

Portfolio

Integrated marketing activities

Management