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| Do you know, from your customers' perspective, what the most distinctive attributes are that differentiate your brand from competitors? |
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| Does your organization have a brand promise, mission or vision statement? |
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| Do you know your customers' perspectives regarding how they view your brand when compared to your closest competitor? |
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| Is your organizations leadership responsible for the brandÂ’s equity as opposed to the marketing department? |
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| In general, can most employees recite the brand promise, mission, vision statement, or their key messages? |
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| When important decisions need to be made regarding the brand, does someone represent the customer's viewpoint? |
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