Add up your score for each question. if multiple people are talking the assessment, tally the scores and use the average to determine where your brand or brands fall in the strength range. Do not mix the scores of different functional departments. Comparison can be drawn between functions as well as between senior management and the marketing department. Be aware however, that its not really the score that's most helpful here it is a matter of looking at the individual responses to each question, determining the most pressing issues and prioritizing actions to take. True performance comes from a focus on the brand influencing activities and actions that are strengthened through consistent and conscientious work on an ongoing basis.