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BrandLab

Putyourbrandtothetest

BrandLab
Putyourbrandtothetest

AboutHKLM
BuildingbrandsandnurturingreputationsisthecorepurposeofHKLM.Asa strategicbrandconsultancywithaspecialfocusonemergingmarkets,weofferafull spectrumofbrandrelatedservices. Fromstrategytocreativetoimplementation,HKLMassistsorganisationsacrossall thekeyareasofbrandinteraction:brandidentity,environments,digital,advertising, corporatecommunications,packaging,PRandmore. HKLMiscenteredonbuildingbrandleadcompetitiveadvantageforourclients.For moreinformationpleasevisit:www.hklmgroup.com

AboutBrandLab
HKLMprovidesfullbrandassessmentsandaudits,howeverweveseentheneedfor quickbrandhealthchecksthatproviderapidandactionableinsights.TheBrandLab quicklyteststheessentialfactorsforbrandsuccessandprovidessimpleresultswith clearrecommendations.

Whatisabrand?
Justsowereonthesamepage,heressomeofourkeythinkingaboutbrands:

Thisisnotabrand...itsalogo

QuitesimplyabrandisyourREPUTATION.ForNike,theirbrand/reputationis shapedbytheirproducts,packaging,advertising,retailexperience,customerservice, athletestheychoosetosponsor,corporatecommunication,PR,logo...andmuch more. Reputationstakesyearsofhardworktobuildandcanbedestroyedinaninstant.

Whatcanastrongbranddo?
Strongbrandsconsistentlyoutperformequivalentofferingsinbusinessterms.

The2010annualBrandZstudybyMillwardBrownshowshowthetop100brands, includingthelikesofGoogle,Apple,IBM,MicrosoftandCocaCola,outperformed theS&P500(UKshareindex)by30%overfiveyears. ThesamestudyratesGoogleasthemostvaluablebrandintheworld,valuedat: $114bn.Thatsnotthevalueofthebusinessorphysicalassets,butthevalueofthe branditselfasatrademark. Strongbrandscreateawareness,relevance,preferenceandloyalty.Ultimately,a strongbrandcanboostyourbusinesssvalueandbottomline.

Questionnaire
ThefollowingquestionsaretogetyourviewsonwhichwebasetheQuickBrand HealthCheckresults.Simplyanswertothebestofyourknowledge.Itshouldtake you10minutes. Importantnote:whenwerefertoyourbrandinthequestionnaireweretalking abouteveryaspectofyouroffering,business,productorservice;notsimplythe logoanddesign. General: 1.Ingeneral,doyoufeelyouareaheadofthepack,inthepackoranunderdog amongstyourcompetitors?
Ahead of the pack
Simplymarkintheappropriatebox

In the pack

Underdog

2.Howimportantdoyouthinkyourbrandisforyourbusinesstosucceed?
Not important 1 2 3 4 Very important

3.Whenlastwasyourbrandslookandfeelchanged/updated?

4.Describeyourmarketingandpromotionalactivitiesbriefly.

5.Doyouhaveabrandstrategy?
Yes No

6.Doyouhaveacommunicationstrategy?
Yes No

Section2 7.Isyourbrandunique?
Not at all 1 2 3 4 Totally

8.Doesyourbrandhaveadistinctivelook?
Not at all 1 2 3 4 Totally

9.Doesyourcommunicationgiveyourbrandauniquepersonality?
Not at all 1 2 3 4 Totally

Section3 10.Isyourproduct/servicerelevantinthemarket?
Not at all 1 2 3

4 Totally

11.Doesyourbrandfulfillaclearneed?
Not at all 1 2 3 4 Totally

12.Istherestrongdemandforwhatyourindustry/categoryoffers?
Not at all 1 2 3 4 Totally

Section4 13.Isyourbrandadmiredandrespected?
Not at all 1 2 3 4 Totally

14.Doesyourbrandfullydeliveronitsclaims/promises?
Not at all 1 2 3 4 Totally

15.Comparedtoyourcompetitorsisyourbrandheldinhighregard?
Not at all 1 2 3 4 Totally

Section5 16.Isyourbrandwellknownamongstyourtargetmarket?
Not at all 1 2 3 4 Totally

17.Aretheresignificantmarketsegmentswhereyourbrandisnotwellknown?
Not at all 1 2 3 4 Totally agree

18.Doyouthinkyouradvertising,publicrelationsandmarketingeffortsareeffective atcreatingawarenessforyourbrand?
Not at all 1 2 3 4 Totally

Thanksforyourtime. PleasesubmitthesescorestoHKLM.Wewillprocessthesealongwithsomeofour ownresearchtorevealasnapshotofyourbrandshealth.Wewillsharethese resultswithyouinareport.


Brand Lab Results ....... ......