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1. What is your brand's vision?
2. What are the good attributes of your brand (or company, or product, or service)?
3. What are the practical benefits associated with your brand?
4. What are the bad aspects of your brand, and how can you fix them?
5. What emotions are behind customer purchases of your products/services?
6. How is your brand positioned against the competition?
7. Which well-known personality does your brand best represent?
(e.g. Ronald Reagan, Wesley Snipes, Queen Elizabeth, Madonna)
8. Which personality characteristics does this person embrace?
9. Do all elements of your branding strategy integrate with one another?
10. Are these elements delivered consistently?
11. Does your branding effort take into account different cultural aspects at the international
level?
12. Are you investing in your ongoing branding efforts through both time and money?

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