RESEARCH QUESTION

Please complete the following five questions to continue with the assessment.
Top of Form
Industry:
Country:
€Classify
SyAmall
ge of your
ears yourbrand:
organisation:
Medium
Large
Your position:
€Global
30
1.
Is
2. What
3. Questions:
there
your
kindcompanies
any
of brand
marketing
promise
product
communication
of
a manufactured
your company
is prepared
brand
software
orfordiscovered
products?
the customers?
brand?
* Sales brochures and other printed product information
* Visual aids used in sales presentations
* Web content
* Sales scripts
* Demonstration scripts
* Product data sheets
* Product white papers
Is branding essential for software products since they are not commoditized?
4.
5.
What is your company's marketing strategy for different customer segments?
* Traditional mass marketers of product software in competitive markets(Marketin
g Mix)
* Company focus on long-term customer relationships (Relationship marketing).
* Service-based strategy.
* Different marketing channels strategy.
* Alliance-based strategies (providing knowledge exchanges).
* Complementary product development
* Diversification strategies(Investing in other products and services aids in di
versification, which can increase the overall customer base, and helps decrease
the risks of being overly specialized (Rao & Klein, 1994))
Is your customers can state quite clearly and simply what is important about you
6.
r brand to them, and why they think it is different.
7.
You believe
Your
8. companythehavesoftware
alignedbranding
organizational
consistent
structure,
across operations
geographiesand culture with
their
*In
9. yourbrand
company
values.
induction programmed includes education on your company product
brand
Do
10. youand
understand
the roleinityour
playsowninminds
enhancing
what differentiates
your competitiveness.
your brand from your com
Everyone in your organisation knows what your brand stands for and can articulat
11.
petitors?
e that idea
Everyone
12. in your
simplyorganisation
and clearly.knows what they have to do to deliver on your bran
d promise.in your performance management systems is an assessment of the contribu
Included
13.
tion communications,
Your
14. each individual marketing,
makes to growing
serviceanddelivery,
enhancingfinance
the brand.
and HR functions are a
ll aligned
Branding
15.
You
16.
Strengthening
17. receive
iswith
championed
regular
andyour
protecting
internal
brand
throughout
objectives.
communications
the company s brand
your organisation, is afrom
detailing fundamental
what the driver
yourCEObrand
down. behind yo
is about.
In
18.
ur your
organisation
organization
s long-term
you havegoals.
a brand management programme in place that is cont
inually looking for new and more effective ways to protect and enhance your bran
d throughout
Your
19. brandingthestrategies
organisation.
are proactively driven. They do not depend on what your
Accounts
20.competitors
quantifying
are up to.the value of your brand to your business are included in yo
ur financial
Details
21. of your
systems.
brand and the strategy that drives it are well documented and th
at information
All
22.
Your
23. key
company
stakeholders
hasissystems
available
are in
involved
to those
place in your
for who
carefully
need
brandandmonitoring
creation
desire process.
it.the appropriateness,
timeliness,
You
24. view brandintegration
as applying
andtoconsistency
far more thanof your
justbranded
your visual
communications.
identity and your m
arketing
Your
25. brandcommunications.
includes not just your core organisation but also your partners and k
ey third
You
26. regardparty
yoursuppliers.
brand agency(ies) as your strategic partner(s) and actively invo
lve them
Your
27. marketing
in organisational
and communications
and communications
team have anplanning
integratedandunderstanding
review sessions.
of your
brand and are in constant communication over brand-related activities and issues
.28. consistency of your brand is paramount. It reaches way beyond just tactical
The
brandreview
You
29. campaigns
your brand
and itand
is what
deeperitthan
stands
evenforkeywith
personnel
all yourchanges.
agencies at least onc
e ayour
If
30. year.brand did not exist, the vast majority of your customers would notice yo
ur absence and really miss having us in their lives.
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