brand equity challenge:
a quick quiz that ranks your brand’s strength!


Ten quick questions to rank your equity building efforts:

1. Does your brand promise your customers benefits that are clearly defined and differentiate you from the competition?

a) Absolutely
b) Somewhat
c) Not really

2. Do you have one logo and slogan for all of your business activities?

a) Have both logo and a slogan
b) Have only logo or slogan
c) Do not have a logo or slogan

3. How long have you used your current slogan, tag-line or positioning statement?

a) 3+ years
b) 1-3 years
c) Less than 1 year

4. How unique is your logo, look and signature colors vs. competitors?

a) Very
b) Somewhat
c) Not really

5. How consistent is your brand communicated across all of the employee and customer touch points where they interact with your business?

a) Very
b) Somewhat
c) Not

6. Are customers willing to pay a little extra for your product/service?

a) Absolutely
b) Sometimes
c) No way

7. How likely are people to recommend your brand to others?

a) Very
b) Somewhat
c) Don’t know

8. How many product, service categories or line extensions do you market under your brand?

a) More than three
b) More than one but less than three
c) One

9. If you were to randomly quiz an employee about your brand promise, would they be able to accurately recite your key messages?

a) Most of the time
b) Depends upon who you talk to.
c) What’s a key message?

10. How easy would it be for a potential customer to describe your brand as a person or car to their friends or associates?

a) Very
b) Mixed
c) Hard

Scoring: Give yourself 3 points for every “A” answer,  2 points for every “B” answer, and 1-point for every “C” answer.  Add up the points and check your score below.

25 – 30            You have the attributes of a strong brand. Congratulations! You have defined your competitive positioning and are executing with consistency.  Be sure to revisit your positioning and brand touch points as you continue to grow.
17 – 24            Momentum with opportunity.  You are on your way to communicating a clear and concise point of difference that will provide a growth platform for the future.  
Less than 16   It’s time to start drafting a plan! Contact Harris today for a no obligation discussion.


Brand equity is a measurable, financial asset and a key factor in establishing sustainable competitive advantage. 

Each year Interbrand in conjunction with BusinessWeek measures and creates the top 100 Global Brands Report based upon a set of criteria determining the geographical, financial and equity premium brands generate.

Harris has created a simpler criteria based upon the core brand equity measures of positioning, awareness, loyalty, perceived quality, association and icons for you to take a quick measure of your efforts.

To learn more about measuring and strengthening your brand’s equity, please contact Harris.