Brand asset valuator questionnaire explores the current and future enterprise value of an organization. There are different factors that come into question while measuring brand asset value and these are incorporated into the questionnaire. The data from the questionnaire will help organizations to identify how to increase the value of their brand in the near future and in global markets.
Brand Asset Valuator Questionnaire Sample
Name of Company___________________________________________
Name of brand(s)___________________________________________
Address of the company: ______________________________________
City: ________________ State: ___________________ Zip: _________________
Telephone: ____________________ Fax: ____________________________
Website: ______________________________ Email: _______________________________
Q1. What is the perceived value of your brand in the eyes of consumer?
___________________________________________________________________________
Q2. What is the actual value of your brand in the eyes of consumer?
___________________________________________________________________________
Q3. When did you last measure the strength and stature of your brand?
___________________________________________________________________________
Q4. Is your brand the appropriate label for your organization / business?
a) Yes
b) No
Q5. Have you used alternate versions of your brand name, logo, or tagline?
a) Yes
b) No
Q6. Have the employees of the organization embraced the brand?
a) Yes
b) No
Q7. Have the current customers of the organization embraced the brand?
a) Yes
b) No
Q8. What is your brand experience like?
a) Predictable
b) Unpredictable
Q9. What results have you achieved from previous branding exercises?
a) Positive
b) Negative
c) Others: ____________________________ (Pls Specify)
Q10. Have you incorporated the following in your brand identity?
a) Typestyles
b) Bright colors
c) Graphic art
Q11. How do you rate your brand on the basis of the following?
a) Sales growth: _______________________________
b) Valuation: _______________________________
c) Profitability: _______________________________
d) Shareholder distribution: _______________________________
Q12. What is the leading growth indicator of your brand?
___________________________________________________________
Q13. What is the current operating value of your brand?
___________________________________________________________
Q14. How will you rate your brand on the basis of following factors?
a) Competitor differentiation: _______________________________
b) Relevance: _______________________________
c) Perceived quality: _______________________________
d) Consumer awareness: _______________________________
