1. Have you read *The Science of Brand Associations: Win Minds, Win Markets*? We're asking out of curiosity only. Your answer has not impact on the survey. 

2. What is your role?

3. What is your full name?

5. Which brand are you thinking about while filling out this questionnaire?

Q6. Do the brand stewards and key stakeholders within your organization have a deep and shared understanding of your core consumer segment(s), their drivers, beliefs, needs, and perceptions?

Q7. Do the brand stewards regularly audit the brand health and sources of equity?

Q8. Does the brand focus its growth strategy on increasing penetration (acquiring new consumers)?

Q9. Are all stakeholders aligned on building brand salience (mental availability) as the path to growth?

Q10. Is there internal clarity and alignment on the brand’s desired associations for the next 3–5 years (your brand positioning)?

Q11. Do your desired/current brand associations - or your brand- clearly signal which category you’re playing in?

Q12. Do your brand associations include personally relevant and motivating benefits for your consumers?

Q13. Do your brand associations make your brand "feel" different from competitors?

Q14. Do your brand associations elicit an emotional response from consumers when exposed to the brand and its activities?

Q15. Do the brand associations create brand preference?

Q16. Do the brand associations include the core category drivers (needs, emotions, occasions)?

Q17. Do you have truly unique, recognizable brand assets (within top 15%)?

Q18. Do you have a key visual asset that communicates your brand’s point of difference? While this is particularly relevant for newer and smaller brands, it is also applicable for larger brands.  

Q19. Are the brand’s distinctive assets consistently and continuously reinforced across touchpoints?

Q20. Are the brand's key associations communicated repeatedly and consistently across all touchpoints?

Q21. Are brand experiences emotionally rewarding (vs. transactional)?

Q22. Do brand touchpoints engage multiple senses to reinforce memory?

Q23. Do you use emotional storytelling to communicate your brand's core brand associations core brand associations?

Q24. Are some of your brand touchpoints designed to positively surprise and exceed consumer expectations?

Q25. Are your consumers exposed to your brand more frequently or with greater impact than competitors?

Q26. Do you invest in refreshing and reinforcing your brand's core associations through consistent reach and visibility? 

Q27. Have you ever looked in and addressed potential consumption barriers that could slow down your growth?

Q28. Does you brand proactively keep up with consumer needs and thus avoids giving them reasons *not* to buy (for example by missing a major trend)?