Brand Mindset IQ Template

From The Brand Mindset by Duane Knapp... Great Brand Management Book



   
 
The Brand Mindset Test Your Brand IQ
 
   
 
Do you know, from your customer's perspective, what are the most distinctive attributes that differentiate your brand from other competitors?
 
Yes
 
No
 
   
 
Does your organization have a brand promise, mission or vision statement?
 
Yes
 
No
 
   
 
Do you know your customers perspectives regarding how they view your brand as compared to your closest competitor?
 
Yes
 
No
 
   
 
Is your organization's leadership responsible for the brandÂ’'s equity as opposed to the marketing department?
 
Yes
 
No
 
   
 
In general, can most employees recite the brand promise, mission, vision statement, or their key messages?
 
Yes
 
No
 
   
 
When important decisions need to be made regarding the brand, does someone represent the customer's viewpoint?
 
Yes
 
No
 
   
 
Do you place a priority on being perceived by consumers, first and foremost, as a "friend"?
 
Yes
 
No
 

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