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Brand Healthcheck:
The scientific way to measure
your brand equity
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Emotional � Proposition
Benefit
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Rational Social
Benefit Image
Self Image
3.0
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importance
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2.5
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2.0 �� �� ��
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1.5
1.0
1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Performance
4.5
Overall of your brand
perception by stakeholders 4.0
3.8
3.5
Average rating
3.0
3.0
2.8
2.5
2.0
1.5
1.0
0.5
0.0
Brand profile
4.5
Comparison of brand
perception by attributes 4.0
3.5
3.3
3.3
3.2
Average rating
3.0
3.1
3.0
3.0
2.9
2.9
2.8
2.8
2.7
2.7
2.5
2.6
2.6
2.5
2.5
2.4
2.4
2.0
1.5
1.0
0.5
0.0
Personality Emotional Rational Self Image Social Proposition
Benefit Benefit Image
Brand Negatives
Q) List up to 3 things about this brand you think should change
m Arrogant
m More accountable
m More aggressive
m More connected
m More dependable
m More innovation
m More organised
m More organised
m More organised
m More pro-active
m More proffessional
m More Solid
m More urgency
m Not approachable
m Not pro-active
m The MD is wrong for us. He just gives off the wrong image
m They send rude emails about selling more
m They’re always doing loads of ads - they should spend money getting more staff to help with enquiries
Comments
Q) General comments.
m Exciting brand with potential needs to work on management skills and organistation
m Good sold company, need some input with managemtn and technical innvovation
m Great company, crap managers
m Technically very good with excellent expeirience but unapproachable and cold
m Very good product, crap sales people and communiucations
Our Team Philip specialises in Brand Positioning Her work is focused on the management
and the Evaluation of Brand and Marketing of information to deliver maximum value
programmes. His experience ranges to individuals and organisations, using
across the full spectrum, from consumer performance tools allowing measurement
goods, pharmaceuticals, business-to- of brand perception. Her consultancy MSA
business, to institutions and governments. Interactive offers a worldclass service in
Experience with O&M Hong Kong developing and supporting on-line
and then Creative Director with DDB performance tools, designed to optimise
Needham Worldwide led to him advising the performance of the people who make
major clients both UK and Internationally. your business work. She has built up a
client base that includes a number of
Paul Weber global organisations as well as local
trainers and consultants.
Paul is responsible for all strategic branding
and design issues. His experiences on
both the branding and communications
side at both creative and managerial
levels allow him to provide clients with
a unique approach and understanding of
their needs. Paul has worked on Brand
and Product launches with
Air Miles, Simoco, Little Chef and
Provident Financial.
Brand Healthcheck UK/BRANDING
Evaluation and Positioning
Brand Strategy:
-Research programme
-Brand & Visual audit (review)
-Brand positioning (analysis)
-Name generation
-Legal searches and Name registration
Brand Identity:
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