As the business environment becomes more competitive, it is important to monitor your brand's performance. This is often referred to as a "brand audit." An effective evaluation usually elicits the input from two constituencies - employees and customers. The comparison of employee and customer results are often quite powerful.

Brand research questions include:

• Image/Value: What are the associations made with your brand? What are your key strengths?
• Difference: How does your brand differ from competing alternatives?
• Experience: What is it like to be a customer? An employee?
• Loyalty: What qualities in your brand drive customer and employee loyalty?