Brand
1. How would you define the company’s brand? Is it actively managed?How?
2. How long has the brand/product been around?
3. What is the estimated brand equity?
4. What does the brand mean in the eyes of your customers?
5. Would your customers miss it if it did not exist?
6. Have you extended the brand or product line? If not, could you do it?
7. Are there any high‐risk areas you should avoid?
8. Do your brand/product promotions reinforce the core values?