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Pricing

Distribution/Availability

Quality

Presence

Awareness

Reputation

Image

Benefits

Positioning Salience

Preference

Share of the Market

Customer Commitment/Loyalty

Brand:
Equity

Personality

Reputation

Why do you trust them?

Why do you think of them first?

What do you like about their offering?

What would make you stop buying from them?

How do your competitors position their brands? What is their marketing message?

Do they deliver on their marketing promises?

What are the benefits of using your products or service? How does your product or service benefit the customer?

Does your product or service have an advantage over your competitors, if so what is it and how does it benefit the customer?

Can that advantage be positioned into your brand identity?

Is there an undeserved marketing niche that would benefit from your brand?

Is your company name and logo descriptive and distinctive? Are there ways that it can be improved?

Can the brand name be pronounced easily- Does it translate into other languages?

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