Managment

To what extent do you establish marketing program success/failure metrics before they are launched?

During sales and/or market slumps, to what extent have you resisted cutting back marketing support?

To what extent do you focus on improving your customers’ experiences and interactions with your brand?

How well do you channel customer feedback and research findings to all people internally who have a stake in your brand?

To what extent is there a branding strategic plan in place that addresses both short and long-term goals?

To what extent have you created a brand charter that defines the meaning and equity of the brand and how it should be treated?

To what extent does your CEO and CFO understand how your brand equity affects your balance sheet and company valuation?

To what extent do non-marketing people in your company (such as finance, operations, etc.) understand the meaning and essence of your brand?

To what extent are your marketing decisions based on re s e a rch and updated measures of your brand equity?

To what extent have you succeeded in transferring a specific brand value identification and brand value responsibility to an individual or group of employees?