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QUESTIONNARE ON BRAND

1.Are sales figures on the rise? Are you achieving other key business objectives? 2. Is your brand positively positioned in your industry, including greater trade, association, media, and community awareness? 3.Do you have a community relations and/or social responsibility program in place? 4. Do you have a crisis communications plan in place? 5. Do you have key, unifying company messages developed that drive sales, marketing, community, and public relations activities? 6. Are press releases and collateral materials well written and supportive of the brand and its positioning? 7. Have strategic media and community relationships been cultivated, so that when the inevitable crisis occurs youll be in a position to respond? 8. Are sales figures on the rise? Are you achieving other key business objectives? 9. Do you actively seek to change attitudes or perceptions about your industry? Are you considered a thought leader in metalcasting?

10. Who are your main competitors? Having clients provide links allows you to get a better feel for their market and competition. 11. How are you different from your competitors?
12. What is your brands vision? 13. What are the good attributes of your brand (or company, or product, or service)? 14. What are the practical benefits associated with your brand? 15. What are the bad aspects of your brand, and how can you fix them? 16. What emotions are behind customer purchases of your products/services? 17. How is your brand positioned against the competition? 18. What demographic is your brand appealing to? 19. Which personality characteristics of this demographic do you embrace? 20. Do all elements of your branding strategy integrate with one another? 21. Are these elements delivered consistently? 22. Does your branding effort take into account different cultural aspects? 23. Are you investing in your ongoing branding efforts through both time and money?

Part 1 Please mark () in front of selected answer

1. Gender 2. Age

1. ( ) Male 1. ( ) 18 21 yr. 3. ( ) 26 29 yr. 5. ( ) 34 37 yr. 7. ( ) 42 45 yr.

2. ( ) Female 2. ( ) 22 25 yr. 4. ( ) 30 33 yr. 6. ( ) 38 41 yr.

3. Highest level of education 1. ( ) below high school 3. ( ) High school 5. ( ) Bachelor 4. Monthly personal salary 1. ( ) lower than 10,000 Baht 2. ( ) 10,000 15,000 Baht 2. ( ) secondary school 4. ( ) Diploma or equivalent 6. ( ) Higher than a Bachelor

3. ( ) 15,001 20,000 Baht 5. ( ) 25,001 30,000 Baht 5. Career 1. ( ) government official 3. ( ) self-own business 5. ( ) employee 7. ( ) others........................ 6. Marital Status 1. ( ) Single 3. ( ) Divorce/Widowed

4. ( ) 20,001 25,000 Baht 6. ( ) higher than 30,000 Baht

2. ( ) state enterprises 4. ( ) private sectors 6. ( ) Student

2. ( ) Married 4. ( ) Others...................................

Part 2 Attitude towards yogurt product category

1. What brands of yogurt are you aware of? 1.......................................2............................................3............................................ 2. Do you know yogurt by this brand?

1. ( ) Yes, Its ......................

2. ( ) No

Please circle () the number that fits your opinion most

3. How will you rate these characteristics when Yakult yogurt is mentioned? Strongly Agree Good taste Attractive Packaging Brand Confidence Price Worthiness Modern 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 Strongly Disagree 2 2 2 2 2 1 1 1 1 1

4. How, in your opinion, are these characteristics of Yakult Yogurt? Excellent Worst

Good taste Attractive Packaging Brand Confidence Price Worthiness Modern

5 5 5 5 5

4 4 4 4 4

3 3 3 3 3

2 2 2 2 2

1 1 1 1 1

5. When compared to other brands, how will you rate these characteristics of Yakult Yogurt? Good tastes Attractive Packaging Brand Confidence Price Worthiness Modern 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 2 2 2 2 2 1 1 1 1 1

6. Do you know yogurt by this br 1. ( ) Yes, Its ...................... 2. ( ) No

7. How will you rate these characteristics when Dutch Mill yogurt is mentioned? Strongly Agree Good taste Attractive Packaging Brand Confidence Price Worthiness Modern 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 Strongly Disagree 2 2 2 2 2 1 1 1 1 1

8. How, in your opinion, are these characteristics of Dutch Mill Yogurt? Excellent Good taste Attractive Packaging Brand Confidence Price Worthiness Modern 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 Worst 2 2 2 2 2 1 1 1 1 1

9. When compared to other brands, how will you rate these characteristics of Yakult Yogurt?

Good tastes Attractive Packaging Brand Confidence Price Worthiness Modern 5 5 5 5 5 4 4 4 4 4

3 3 3 3 3 2 2 2 2 2 1 1 1 1 1

Part 3 Attitude towards brand extension

Yakult yogurt and pasteurized milk

10. When Yakult is mention, what can you associate to the brand? 1.......................................2............................................3............................................ 11. When Yakult yogurt is mentioned, what do you think of? 1.......................................2............................................3............................................ 12. How will you rate the overall quality of Yakult Yogurt? Excellent 5 4 3 Worst 2 1

13. What is the overall quality of Yakult yogurt? Excellent 5 4 3 Worst 2 1

14. If in the future there were new product lines under Yakult brand, would you purchase those extended products? Definitely yes 5 4 3 Definitely not 2 1

15. Do you think that Yakult yogurt producers are able to product Yakult pasteurized milk? Strongly Agree 5 4 3 2 Strongly Disagree 1

16. How much, in your opinion, do you think Yakults ability to product yogurt helps in pasteurized milk production? A lot 5 4 3 2 None 1

17. In your opinion, do you think Yakult Company is suitable for producing Yakult pasteurized milk? Best Suited Worst suited

18. What is your perception of the association between Yakult yogurt and pasteurized milk? Best Associated 5 4 3 2 Worst associated 1

Dutch Mill yogurt and pasteurized milk

19. When Dutch Mill is mention, what can you associate to the brand? 1.......................................2............................................3............................................ 20. When Dutch Mill yogurt is mentioned, what do you think of? 1.......................................2............................................3............................................ 21. How will you rate the overall quality of Dutch Mill Yogurt? Excellent 5 4 3 Worst 2 1

22. What is the overall quality of Dutch Mill yogurt? Excellent 5 4 3 Worst 2 1

23. If in the future there were new product lines under Dutch Mill brand, would you purchase those extended products? Definitely yes 5 4 3 Definitely not 2 1

24. Do you think that Yakult yogurt producers are able to product Dutch Mill pasteurized milk? Strongly Agree 5 4 3 2 Strongly Disagree 1

25. How much, in your opinion, do you think Dutch Mills ability to product yogurt helps in pasteurized milk production? A lot 5 4 3 2 None 1

26. In your opinion, do you think Dutch Mill Company is suitable for producing Yakult pasteurized milk? Best Suited 5 4 3 2 Worst suited 1

27. What is your perception of the association between Dutch Mill yogurt and pasteurized milk? Best Associated 5 4 3 2 Worst associated 1

Part 4 opinions on passenger vehicles

28. When passenger vehicles, what three brands can you think of? 1.......................................2............................................3............................................ 29. Do you know passenger vehicle by this brand? 1. ( ) Yes, Its ...................... 2. ( ) No

30. When Toyota is mentioned, how will you rate these characteristics? Strongly Agree Confidence in The brand Engines capacity Price worthiness Convenient Service station Good Design 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 Strongly Disagree 2 2 2 2 2 1 1 1 1 1

31. In your opinion, how ill you rate these characteristics of Toyota passenger vehicles? Excellent Confidence in The brand Engines capacity Price worthiness Convenient Service station Good Design 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 Worst 2 2 2 2 2 1 1 1 1 1

32. When compared to other brands, how ill you rate these characteristics of Toyota passenger vehicles? Confidence in The brand Engines capacity Price worthiness Convenient Service station Good Design 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 2 2 2 2 2 1 1 1 1 1

33 Do you know passenger vehicle by this brand? 1. ( ) Yes, Its ...................... 2. ( ) No

34. When Mazda is mentioned, how will you rate these characteristics? Strongly Agree Confidence in The brand Engines capacity Price worthiness Convenient Service station Good Design 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 Strongly Disagree 2 2 2 2 2 1 1 1 1 1

35. In your opinion, how ill you rate these characteristics of Mazda passenger vehicles? Excellent Confidence in The brand Engines capacity Price worthiness Convenient Service station Good Design 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 Worst 2 2 2 2 2 1 1 1 1 1

36. When compared to other brands, how ill you rate these characteristics of Mazda passenger vehicles? Confidence in The brand Engines capacity Price worthiness Convenient Service station Good Design 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 2 2 2 2 2 1 1 1 1 1

Part 5 Opinion of extended brand of passenger vehicles

Toyota Passenger vehicles and utility vehicles

37. When Toyota is mention, what can you associate to the brand? 1.......................................2............................................3............................................ 38. When Toyota passenger vehicle is mentioned, what do you think of?

1.......................................2............................................3............................................

39. How will you rate the overall quality of Toyota passenger vehicle? Excellent 5 4 3 Worst 2 1

40. What is the overall quality of Toyota passenger vehicle? Excellent 5 4 3 Worst 2 1

41. If in the future there were new product lines under Toyota brand, would you purchase those extended products? Definitely yes 5 4 3 Definitely not 2 1

42. Do you think that Toyota passenger vehicle producers are able to produce Toyota utility vehicles? Strongly Agree 5 4 3 2 Strongly Disagree 1

43.How much, in your opinion, do you think Toyota ability to produce passenger vehicle helps in utility vehicle production? A lot 5 4 3 2 None 1

44. In your opinion, do you think Toyota Company is suitable for producing Toyota utility vehicles? Best Suited 5 4 3 2 Worst suited 1

45. What is your perception of the association between Toyota passenger vehicles and utility vehicles? Best Associated 5 4 3 2 Worst associated 1

Mazda Passenger vehicles and utility vehicles

46. When Mazda is mentioned what can you associate to the brand? 1.......................................2............................................3............................................ 47. When Mazda Passenger vehicles are mentioned, what do you think of? 1.......................................2............................................3............................................ 48. How will you rate the overall quality of Mazda Passenger vehicles? Excellent 5 4 3 Worst 2 1

49. What is the overall quality of Mazda Passenger vehicles? Excellent Worst

50. If in the future there were new product lines under Mazda brand, would you purchase those extended products? Definitely yes 5 4 3 Definitely not 2 1

51. Do you think that Mazda passenger vehicle producers are able to produce Mazda utility vehicles? Strongly Agree 5 4 3 2 Strongly Disagree 1

52. How much, in your opinion, do you think Mazda ability to produce passenger vehicle helps in utility vehicle production? A lot 5 4 3 2 None 1

53. In your opinion, do you think Mazda Company is suitable for producing Mazda utility vehicles? Best Suited 5 4 3 2 Worst suited 1

54. What is your perception of the association between Mazda passenger vehicles and utility vehicles? Best Associated 5 4 3 2 Worst associated 1