Your Brand Name *
Your answer
Brand Effectiveness Score Card
According to Kevin Lane Keller in Harvard Business Review's Strategic Marketing, the world's strongest brands share 10 attributes. Complete the following survey to determine how your brand performs.
1. Delivers benefits customers desire: How well does your brand create an engaging customer experience? *
Low Performing
High Performing
2. Stays relevant: Elements of the brand, such as the type of person who uses the brand, are modified to fit the times. *
Low Performing
High Performing
3. Is priced based on consumers' perceptions of the brand's value: The nature of the product, for example, premium versus household staple-should influence price. *
Low Performing
High Performing
4. Is properly positioned: It clearly communicates its similarities to and differentiates from competing brands. *
Low Performing
High Performing
5. Is consistent: Marketing communications don't send conflicting messages over time. *
Low Performing
High Performing
6. Fits sensibly into your brand portfolio: Brands work logically together. *
Low Performing
High Performing
7. Has an integrated marketing strategy: All marketing activities and channels communicate the same messages about the brand, solidifying the brand's identity. *
Low Performing
High Performing
8. Has meanings that customers understand: Customers know who the brand is and what it stands for. *
Low Performing
High Performing
9. Receives sustained support: Companies consistently invest in building and maintaining brand awareness. *
Low Performing
High Performing
10. Is consistently monitored: Companies use a formal brand equity management process. *
Low Performing
High Performing
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