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Questionnaire

1.
Rate the following companies on a score of 1-5 (1 being the lowest and 5 being the highest) for
"commitment" *Commitment - the extent to which the brand receives support in terms of time,
influence and investment *
1

Pepsode
nt
Colgate
Dabur
2.
Rate the following companies on a score of 1-5 (1 being the lowest and 5 being the highest) for
"protection" *Protection - examines how secure a brand is across a number of dimensions (legal
protection, proprietary ingredient, design, scale or geographic spread) *
1

Pepsode
nt
Colgate
Dabur
3.
Rate the following companies on a score of 1-5 (1 being the lowest and 5 being the highest) for
"clarity" *Clarity - measures the degree to which the brand is truly dedicated to understanding and
defining their customer *
1
Pepsode
nt
Colgate
Dabur

4.
Rate the following companies on a score of 1-5 (1 being the lowest and 5 being the highest) for
"responsiveness" *Responsiveness - the brand's ability to adapt to market changes, challenges and
opportunity *

Pepsode
nt
Colgate
Dabur
5.
Rate the following companies on a score of 1-5 (1 being the lowest and 5 being the highest) for
"authenticity" *Authenticity - if a brand has a defined heritage and a well grounded value set as well as
if it can deliver against customer's expectations *

Pepsode
nt
Colgate
Dabur
6.
Rate the following companies on a score of 1-5 (1 being the lowest and 5 being the highest) for
"relevance" *Relevance - how well a brand fits with the customer's needs, decision and decision criteria
across all appreciate demographics and geographies *
1
Pepsode
nt
Colgate
Dabur

7.
Rate the following companies on a score of 1-10 (1 being the lowest and 10 being the highest)
for "presence" *Presence - the degree of how positively consumers, customers and opinion formers
discuss it in both traditional and social media *
1

Pepsode
nt
Colgate
Dabur
8.
Rate the following companies on a score of 1-5 (1 being the lowest and 5 being the highest) for
"understanding"*Understanding - in-depth understanding of the brand distinctive quality and
characteristics *
1

Pepsode
nt
Colgate
Dabur
9.Rate the following companies on a score of 1-5 (1 being the lowest and 5 being the highest) for "consistency"
*Consistency - the degree to which a brand is experienced without fail across all touch-points and formats *

Pepsode
nt
Colgate
Dabur
10.Rate the following companies on a score of 1-5 (1 being the lowest and 5 being the highest) for
"differentiation"*Differentiation - the degree to which customers perceive the brand to a positioning that is
distinct to its competition *

1
Pepso
dent
Colgat
e
Dabur