【中国信誉企业认证】调研系列

　　企业品牌发展-问卷大纲

　　Brand Audit Questionnaire

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

　　企业拥有清晰的品牌价值、愿景和使命

　　2.      Brand management is the organisationfocus

　　品牌管理仍企业管理焦点

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

　　企业为品牌创建作出有效的跨部门协调

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

　　企业能让各部门/组别/团队客观及有系统地带出品牌讯息

　　5.      The company organizationalstructures and resources facilitates internal communications

　　企业管理架构和资源分配能促进内部沟通

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

　　企业有作品牌及产品区隔

　　7.      The company has a series ofbrand performance measures

　　企业拥有品牌评核标准

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

　　企业建立数据库分析顾客行为

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

　　企业使用综合市场沟通方法提升品牌形象及知名度，如广告、推广、商店环境、活动、产品组合及顾客回馈渠道

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

　　企业为更有效演绎品牌提供训练给予前线员工

　　The following questions are related tocultivation of Brand-oriented culture

　　以下问题将关于培养品牌主导文化

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

　　企业曾组织综合市场活动鼓励消费者购买或使用其品牌产品及服务

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

　　企业曾组织综合市场活动鼓励分销商协助推广其品牌产品及服务

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

　　我相信企业的市场建立过程能带给消费者一致的品牌信息

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

　　企业能确保所有管理阶层员工于所有企业市场活动中能意识及融入品牌

　　15.  The company ensures all staff understand thecorporate brand structure

　　企业能确保所有员工清晰明白企业品牌架构

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

　　企业经常追踪品牌的现有市场情况

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

　　企业经常追踪消费者的需求

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

　　企业已建立系统性方法收集消费者意见从而改善品牌

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

　　企业对于消费者喜欢自家品牌的原因已有详细认识

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

　　企业对于消费者不喜欢自家品牌的原因已有详细认识

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

　　企业有足够投资于产品/服务上的品牌研发，提供更好的品牌价值予消费者

　　被调研品牌资料    

　　行业分类：

　　年度产值：

　　运营范围：

　　香港理工大學中國商業中心

　　研究顾问：

　　日期：

　　

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