【中國信譽企業(yè)認證】調(diào)研系列

　　企業(yè)品牌發(fā)展-問卷大綱

　　Brand Audit Questionnaire

　　1.      The company has a clear brand value,vision and mission

　　企業(yè)擁有清晰的品牌價值、愿景和使命

　　2.      Brand management is the organisationfocus

　　品牌管理仍企業(yè)管理焦點

　　3.      The company executescross-departments coordination effectively for branding development

　　企業(yè)為品牌創(chuàng)建作出有效的跨部門協(xié)調(diào)

　　4.      The company is objective-setting process inclusive ofall groups/departments/functions delivering brand messages

　　企業(yè)能讓各部門/組別/團隊客觀及有系統(tǒng)地帶出品牌訊息

　　5.      The company organizationalstructures and resources facilitates internal communications

　　企業(yè)管理架構(gòu)和資源分配能促進內(nèi)部溝通

　　6.      The company hasdifferentiated their brand(s) and produce(s)

　　企業(yè)有作品牌及產(chǎn)品區(qū)隔

　　7.      The company has a series ofbrand performance measures

　　企業(yè)擁有品牌評核標準

　　8.      Data-driven communicationsare established in Company for customers’ behavior analysis

　　企業(yè)建立數(shù)據(jù)庫分析顧客行為

　　9.      The company has implementedintegrated marketing communications, such as advertising, promotion, storeenvironment, events, product-package and customers feedback channel to improvebrand image and reputation。

　　企業(yè)使用綜合市場溝通方法提升品牌形象及知名度，如廣告、推廣、商店環(huán)境、活動、產(chǎn)品組合及顧客回饋渠道

　　10.  The company offers trainingto their frontline employees to express the brand in a better way

　　企業(yè)為更有效演繹品牌提供訓練給予前線員工

　　The following questions are related tocultivation of Brand-oriented culture

　　以下問題將關(guān)于培養(yǎng)品牌主導(dǎo)文化

　　11.  The company organizes integrated marketingactivities to encourage consumers to purchase branded product(s)/service(s)

　　企業(yè)曾組織綜合市場活動鼓勵消費者購買或使用其品牌產(chǎn)品及服務(wù)

　　12.  The company organizes integrated marketingactivities to encourage distributor(s) to promote our product(s)/service(s) toour customers

　　企業(yè)曾組織綜合市場活動鼓勵分銷商協(xié)助推廣其品牌產(chǎn)品及服務(wù)

　　13.  I believe the development of marketing programs sendconsistent brand message(s) to our customers

　　我相信企業(yè)的市場建立過程能帶給消費者一致的品牌信息

　　14.  The company ensures that all managers within theorganization are aware of all marketing activities that involve the brand(s)

　　企業(yè)能確保所有管理階層員工于所有企業(yè)市場活動中能意識及融入品牌

　　15.  The company ensures all staff understand thecorporate brand structure

　　企業(yè)能確保所有員工清晰明白企業(yè)品牌架構(gòu)

　　16.  The company states on track with current marketconditions of the brand(s)

　　企業(yè)經(jīng)常追蹤品牌的現(xiàn)有市場情況

　　17.  The company keeps track of what our customers' needs

　　企業(yè)經(jīng)常追蹤消費者的需求

　　18.  The company develops a system in place for acquiringcustomers' comments so as to improve our brand(s)

　　企業(yè)已建立系統(tǒng)性方法收集消費者意見從而改善品牌

　　19.  The company develops detailed knowledge of what ourcustomers like about our brand(s)

　　企業(yè)對于消費者喜歡自家品牌的原因已有詳細認識

　　20.  The company develops detailed knowledge of what ourcustomers dislike about our brand(s)

　　企業(yè)對于消費者不喜歡自家品牌的原因已有詳細認識

　　21.  The company invests sufficient resources inproduct(s)/service(s) development in brand so that we can provide a betterbrand value to customers

　　企業(yè)有足夠投資于產(chǎn)品/服務(wù)上的品牌研發(fā)，提供更好的品牌價值予消費者

　　被調(diào)研品牌資料    

　　行業(yè)分類：

　　年度產(chǎn)值：

　　運營范圍：

　　香港理工大學中國商業(yè)中心

　　研究顧問：

　　日期：