Brand Asset Assessment Scorecard
Vital Asset
Range
Points
1. Brand Name A. Inherent value B. Consumer awareness
0 to 5 0 to 10
________ ________
2. Packaging and Point of Purchase
0 to 10
________
3. Reach and Frequency A. Smart segmentation B. Share-of-Voice
0 to 10 1, 2, or 3
________ ________
4. Ad Content A. What you say B. How you say it C. 4A + 4B ⫻ 3B
0 to 10 0 to 10 0 to 60
________ ________ ________
5. Promotion A. Strategically-sound policy B. (Deduct coupon promotions)
0 to 5 0 to –12
________ ________
6. Consistency
0 to 5
________
7. Distribution A. Geographic breadth B. Depth and cost
0 to 6 0 to 6
________ ________
8. Newsworthiness / Public relations
0 to 5
________
9. Likeability
0 to 5
________
10. Trade Support
0 to 5
________
11. Sales Force
0 to 10
________
12. User Profile
0 to 5
________
13. Product Performance Customer perception of
0 to 5 0 to 5
________ ________
14. Repurchasing
0 to 5
––––––––
15. Actionable Research (Deduct for useless research)
0 to 5 0 to –5
–––––––– ________
16. Value / Pricing
0 to 10
________
Total
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Figure 1.1 The Brand Asset Assessment Scorecard. Copy this and use it as you read this chapter.
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