Workshop 6 – Assessing Your Brand

Using Keller’s Brand Report Card to Assess Your Brand

https://hbr.org/2000/01/the-brand-report-card

Having read the article (link above), you will now be working in pairs on your one of your chosen brands
filling out the worksheet. You will come back after a set period of time and talk about some of the
named attributes for your brand and you will cite your evidence.

Name of Your Chosen Brand:

Attributes Which Means Evidence

The brand excels at delivering It creates an engaging

the benefits customers truly customer experience.
desire

The brand stays relevant
The pricing strategy is based
on consumers’ perceptions of
value
The brand is properly
positioned
Is consistent
The brand portfolio and
hierarchy make sense
The brand makes use of and
coordinates a full repertoire
of marketing activities to
build equity
The brand’s managers
understand what the brand
means to consumers
Elements of the brand, such as By keeping up with influencers eg
the type of person who uses David laid
the brand, are modified to fit
the times.
The nature of the product— for
example, premium versus
household staple—should
influence price.
It clearly communicates its
similarities to and differences
from competing brands.
Marketing communications
don’t send conflicting messages
over time.
Brands work logically together.
All marketing activities and
channels communicate the
same messages about the
brand, solidifying the brand’s
identity.
Managers know consumers’
different perceptions of
the brand.

1
 The brand is given proper
support, and that support is
sustained over the long run
The company monitors
sources of brand equity
Companies consistently invest
in building and maintaining
brand awareness.
Companies use a formal brand-
equity-management system.