亞太策略研究所--數碼調研中心

品牌能力評估 Branding Capabilities Assessment[Mobile]

本診斷工具旨在讓管理者測評企業自身的品牌能力。品牌報告卡可以幫助你確定哪些方面品牌做得比較強,哪些方面還需要改進,讓你更多地瞭解品牌的各種特性。The diagnostic tool allow executives to assess their branding capabilities.The report card can help you identify areas that need improvement, recognize areas in which your brand is strong, and learn more about how your particular brand is configured.
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請根據公司實際情況對以下各項進行打分,其中,“1分”非常差,“5分”表示“非常佳”。Please evaluate each of the following statements on a scale of 1 to 5, where 1 is “Inadequately” and 5 is “Breakthrough” *
非常差 Inadequately差 Bad一般 Normal佳 Good非常佳 Breakthrough
1.)在發掘尚未得以滿足的消費需求方面,你曾做出多大的努力?To what extent have you attempted to uncover unmet consumer needs and wants?
2.)在最優化產品和服務體驗方面,你做出多大的努力?To what extent do you focus relentlessly on maximizing your customers’ product and service experiences?
3.)在以改良產品為目標的產品投資上,你曾做出多大的努力? To what extent have you invested in product improvements that provide better value for your customers?
4.)你的銷售策略在多大程度上取決於你對客戶偏好、市場環境、市場趨勢的了解?To what extent are your marketing decisions based on your knowledge of the above conditions (customers’ tastes, current market conditions, new trends)?
5.)在優化價格、成本及品質以迎合或超越消費者期望方面,你曾做出多大的努力?To what extent have you optimized price, cost and quality to meet or exceed customers’ expectations?
6.)客戶所認知的品牌對於產品的附加價值,你有否估計?To what extent have you estimated how much value your customers believe the brand adds to your products?
7.)在建立可與競爭對手匹敵的、必要的相似點上,你的認知度如何?To what extent have you established necessary and competitive points of parity with competitors?
8.)在彰顯與競爭對手不同的特點上,你的認知程度如何?To what extent have you established desirable and deliverable points of difference with competitors?
9.)企業品牌對產品組合中所有品牌的保護傘作用如何?How well does the corporate brand create a seamless umbrella for all the brands in the brand portfolio?
非常差 Inadequately差 Bad一般 Normal佳 Good非常佳 Breakthrough
10.)你的品牌的市場覆蓋度如何?How well do brands maximize market coverage?
11.)你如何選擇或設計品牌名稱、商標、標誌、口號、包裝等以最大限度增加品牌知名度?To what extent have you chosen or designed your brand name, logo, symbol, slogan, packaging, signage, and so forth, to maximize brand awareness?
12.)你知道所有與品牌相關的營銷活動麼?How aware are you of all the marketing activities that involve your brand?
13.)客戶對品牌的喜厭點,你的認知程度如何?To what extent do you know what consumers like and don’t like about a brand?
14.)品牌延伸及營銷計劃在多大程度上以客戶需求為驅動?To what extent have you outlined customer-driven guidelines for brand extensions and marketing programs?
15.)在改變營銷計劃之前你充分瞭解這些營銷計劃的成功和失敗之處了嗎?To what extent are the successes and failures of marketing programs fully understood before they are changed?
16.)研發支援是否充足?To what extent is the brand given sufficient R&D support?
17.)在週期性的品牌健康評估及策略調整上,你的努力程度如何? To what extent do you conduct periodic brand audits to assess the health of your brand and to set strategic direction?
18.)在監測和維護品牌資產上,你有否明晰責任?To what extent do you assign explicit responsibility for monitoring and preserving brand equity?
Supported By Digital Research Center by Asia Pacific Institute for Strategy