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Evaluate Brand Performance
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. A comprehensive evaluation usually elicits the input from two constituencies - employees and customers. The comparison of employee and customer results are often quite powerful.
Value: What are the benefits expected from your brand? What are your key strengths and weakness? How willing are customers to pay a premium for your products and services? How often do they prefer you?
Difference: How does your brand differ from competing alternatives? What is your image? What is your reputation?
Experience: What is it like to be a customer? An employee? What drives satisfaction?
Loyalty: What qualities in your brand drive customer and employee loyalty? How likely are they to recommend you to others?
