Statements refer to the development of brand vision
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1.1. We had a strong ambition and clear vision to develop radically different and unique brand.
1.2. The vision of our brand was well formed (formally written) prior to our first product was developed.
1.3. From the onset the vision of our brand was primarily inspired with our potential customers.
1.4. From the start our brand vision was developed (co-created) in close cooperation with customer community.
1.5. The vision have upgraded with product development or from feedback from potential customers.
Statements refer to the empirical information available at your brand’s development
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2.1. Comprehensive empirical analysis of customers’ problems and existing (competitors) solutions was done prior to development of our brand.
2.2. Unmet needs of our potential customers served as an important foundation of our brand.
2.3. Development of brand was founded and focused on clearly-defined target segment of customers.
2.4. When our brand was developed we had comprehensive “3D” insight (information about customer attitudes, behaviours and profitability) available.
2.5. At recognition that going to market requires 'some kind of brand' we were highly aware that customer's idea of our (future) brand is at least as important as ours.
2.6. We comprehensively examined major market trends and fads and carefully aligned our brand with them.
2.7. When learning about market we intensively cooperated with and relied to different social networks and communities.
2.8. We thoroughly studied competitors in order to differentiate from them and provide our customers significant advantages over them.
2.9. We inspire from competition to generate new ideas.
2.10. Our brand is based on ground-breaking market insights, which clearly indicated our unique competitive advantages.
2.11. Everyone in this firm is well aware that branding our product/service is a top priority for our business.
2.12. We have a heterogeneous team with diverse knowledge.
2.13. Within our team, we have at least one person with marketing/branding knowledge.
Statements refer to the development of your brand
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3.1. At development of our brand established brand models (e.g. Bulls eye, Kapferer’s prism), were systematically deployed.
3.2. Standard startup approaches and tools (e.g. Product market fit, Canvas, Lean-iterative minimum viable product) were used for development of our brand.
3.3. For us the idea of ‘minimum viable brand’ which needs to be iteratively developed in agile manner was at least as important as idea of ‘minimum viable product'.
3.4. Positioning key advantages and promise of our brand was radically different from existing competitors and market alternatives.
3.5. Well elaborated narrative (storytelling) elements were one of key elements of our brand.
3.6. We paid special attention to develop state of the art visual elements of our brand.
3.7. We carefully developed a diverse range of brand-experience touchpoints (pre-/during-/post-purchase; online, offline; people, events, environments).
Statements refer to the resources deployed for development of your brand
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4.1. We have spent a reasonable amount of money in building our brand and its image.
4.2. We have developed our brand inside the company.
4.3. Customers creative resources (suggestions, submissions) were actively engaged in the process of development our brand.
4.4. Negative feedback from our customers have helped us to improve our brand.
4.5. When initial ideas and elements of our brand were developed we immediately sought for customer feedback on them.
4.6. Customer community have an important voice (e.g. voting) during testing and final appearance of our visual brand elements.
4.7. During development of visual brand elements (name, logos, slogans) crowdsourcing platforms and ICT tools were deployed.
4.8. During development of our brand crowdsourcing platforms and IT tools were deployed to test it.
4.9. We consider our brand as an ‘open and ongoing project’ developed in collaboration (dialogue) with our customer community.
4.10. We consider our brand to be highly accessible, transparent and open to dialogue with customers.
Statements refer to the tactical implementation of your brand
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5.1. We systematically pay attention in order that our brand is incorporated in all of our current marketing activities.
5.2. In order to demonstrate authenticity of our brand we provide adequate cues such as brand origins, employee behaviours and brand personification.
5.3. We use multiple channels of communication to encourage greater exchange of ideas with the customer about the brand experience.
5.4. We developed our communications mix in a way that we can quickly change any element of it in response to changing market opportunities.
5.5. We systematically implement social media for communication of our brand’s benefits.
5.6. We often (daily) create and publish brand-related content online.
5.7. Our brand communication activities involve range of digital tools such as branded videos, games, community forums, infographics, reviews, webinars, checklists, calculations and guides.
5.8. We engaged and cooperate with relevant influencers for the branding and marketing purposes.
5.9. We engaged and cooperate with relevant celebrities and micro-celebrities for the branding and marketing purposes.
5.10. We carefully maintain consistency in all verbal and visual components of communication across different media.
5.11. We fully inform customers about all risks stemming from our brand.
5.12. We fully disclose the detailed information regarding the costs and pricing associated with the purchase and delivery of the brand.
5.13. We constantly work on improvements of communications with channel partners.
5.14. We intensively inform and promote our brand among intermediaries and channel partners.
Statements refer to the customers’ interactions and relationship with your brand
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6.1. Majority of our brand related communications are interactive so that we can record, measure and respond on customers’ inquiries and reactions in a real time.
6.2. When launching our brand following approaches were deployed; connecting, empathizing, impression making, evangelizing, badging, seeking assistance, milestoning, etc.
6.3. With our customers we perform individually customized brand communications.
6.4. We constantly assure new ideas and improvements of our marketing activities by enabling and facilitating our customers to provide experiments and try new things.
6.5. Our brand also seeks to establish structural relationships with customers (e.g. share some resources such as platforms, exchange ideas and knowledge).
6.6. We reward first customers in order to collect their feedback and create customer opinion.
6.7. Our brand’s-‘substantiation’ activities assure that customers experience our brand on several levels, such as emotional (hedonic rewards), sensory (tactile clues), knowledge (market education).
6.8. We carefully build brand credibility by maintaining honest, fair and transparent communications with our customers and other stakeholders.
6.9. We carefully establish and nourish relationships with external (non-market) agents/partners (e.g. universities, government, civil society).
Statements refer to the monitoring and validation of your brand
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7.1. We have deployed comprehensive set of brand indicators (brand related KPI’s) to monitor the perceived image and performance of our brand.
7.2. We constantly monitor our digital marketing metrics (views, likes, shares, orders, net promoter score, etc.) and have good insight into our online interactions with customers.
7.3. We constantly monitor our brand-experience touchpoints (online, offline, pre-/during-/post-purchase; online, offline; people, events, environments).
7.4. We constantly benchmark our marketing activities with our competitors.
7.5. Based on our brand-related feedback from the market we already adjusted (pivoting) our brand strategy or elements.
Statements refer to the actual market performance of your brand
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8.1. Our communications have been successful in assuring the brand awareness among target customers.
8.2. Our marketing communications have been successful in creating the desired brand image on the market.
8.3. The reputation of our brand already proved to be an important asset for us.
8.4. We are successful at facilitating positive word-of-mouth (WOM) brand communications.
8.5. We successfully optimized our digital and other integrated communications and efficiently reduces advertising expenses for traditional media.
8.6. Everyone in this firm proudly speaks about our brand.
8.7. Customers often report about sense of belonging to our brand and being proud of use it.
8.8. Customers often report about having extraordinary and memorable experiences with our brand.
8.9. Our brand has strong basis (community) of consumers who are fans of our brand.
8.10. Available feedback from the market affirms that we created an original and authentic brand.
8.11. We enjoy a reputation of well-being, public-good, ECO-responsible and sustainable brand.
8.12. We are successful at acquisition of new customers.
8.13. We had higher growth rate of sales than competitors in the last 12 months.
8.14. Our brand has built strong customer brand loyalty among existing customers.
Rate the importance of following items, related to your company.
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9.1. The company has a strong emphasis on customer requests rather than focusing on existing and currently offered products / services.
9.2. The company has a strong propensity to take the new opportunities offered by technology rather than focus on existing products / services.
9.3. The company has a strong propensity for high-risk, high-return projects rather than low-risk, low-return projects.
9.4. The company has a strong propensity to travel the opportunities rather than exploring gradually and with caution.
9.5. The company adopts courageous actions to seize opportunities even if risky rather than using a "wait and see" approach.
9.6. The company has a strong propensity to introduce new products / services and methodologies rather than exploit existing ones.
9.7. The company tends to respond promptly to the actions of competitors.
9.8. The company is often the first to introduce new services rather than follow competitors.
9.9. The company often uses a very aggressive approach towards competitors (undo the competitors approach).
Rate the importance of following items, related to your company
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10.1. Having high product/service range
10.2. Having high product/service customization
10.3. Having high product/service complementariness
10.4. Providing innovative product/services
10.5. Growing firm dimension