Brand Equity Preliminary Design

Integrated marketing activity

1. How aware are you with the marketing activities of Center Fresh?
1 2 3 4 5
Inadequately Breakthrough
0

2. How often you choose Center Fresh based on logo, symbol, slogan, packaging?
1 2 3 4 5
Inadequately Breakthrough
0

Management
3. To what extent do you know consumers like and dislike about Center Fresh?
1 2 3 4 5
Inadequately Breakthrough
0

4. To what extent are you aware of core associations people make with Center Fresh,
whether intentionally created by company or not?
1 2 3 4 5
Inadequately Breakthrough
0

Delivery
5. To what extent does center fresh satisfy your expectations?
1 2 3 4 5
Inadequately Breakthrough
0

6. To what extent does center fresh provides you something different from other
chewing gums?
1 2 3 4 5
Inadequately Breakthrough
0

Relevance
7. How would you rate center fresh on a scale of 5 based on current market of chewing
gum?
1 2 3 4 5
Inadequately Breakthrough
0
 8. To what extent center fresh comes up with new variants according to changing
markets?
1 2 3 4 5
Inadequately Breakthrough
0

Value
9. Do you think Centerfresh has the value for money product?

1 2 3 4 5
Inadequately Breakthrough
0

10. Is Center Fresh delivering the benefits as promised

1 2 3 4 5
Inadequately Breakthrough
0

Positioning
11. Do you think Centerfresh has point of difference with respect to other competitors?
1 2 3 4 5
Inadequately Breakthrough
0

12. What is the consistency of Centerfresh?

1 2 3 4 5
Inadequately Breakthrough
0

13. Do you perceive Centerfresh differently with respect to other Chewing brands ( 5
denoting the maximum difference)
1 2 3 4 5
Inadequately Breakthrough
0

Portfolio
14. How well does centre fresh brand maximize market coverage?

1 2 3 4 5
Inadequately Breakthrough
0
15. To what extent is Center Fresh brand hierarchy is well understood?
1 2 3 4 5
Inadequately Breakthrough
0
Support
16. To what extent are successes and failures of marketing programs by centre fresh
fully understood before being changed?
1 2 3 4 5
Inadequately Breakthrough
0

17. To what extent has the brand centre fresh been given proper support and to what
extent is the support sustained over the long run?
1 2 3 4 5
Inadequately Breakthrough
0

Monitoring
18. To what extent do you think brand centre fresh has created a brand charter that
defines the meaning and equity of the brand and how it should be treated?
1 2 3 4 5
Inadequately Breakthrough
0

19. To what extent does centre fresh conduct routine tracking studies to evaluate its
current market performance?
1 2 3 4 5
Inadequately Breakthrough
0

20. To what extent due you think centre fresh assign explicit responsibility for
monitoring and preserving brand equity?
1 2 3 4 5
Inadequately Breakthrough
0