The document outlines 6 dimensions for evaluating a brand: physical facet, brand personality, brand culture, brand relationships, customer reflection, and customer self-image. The physical facet describes what the product is and does. Brand personality is measured using consumer personality traits related to brands. Brand culture discusses the values and principles that bind customers to the brand. Brand relationships examines how the brand wants to be seen in its customer management and marketing communications. Customer reflection and self-image explore how consumers imagine themselves when using the branded product and see their own traits reflected in brands.

1. The model has 6 dimensions on which a brand is to be evaluated.
Physical Facet talks about what the product is, what does it do, how does it add value to
customers, how does it fill up the gap in the market.
Brand personality is measured using those traits/features of consumer personality that are
directly related to brands. Proper care should be taken not to confuse it with consumer's
reflection. Brand personality is closely linked with self image and image of the consumer.
Questions to be asked are:
1) What are the features of consumer personality?
2) What are the features of brand if it was a person? This depends on the functional aspect of the
product and the gap it would fill.
Brand Culture: As the name signifies, it talks about the culture of the brand. The values and the
principles will follow from the culture and it is these values which will bind the customers.
Remember HSBC's "The World's local bank".
Questions which need to be asked:-
1) Is the brand's culture global?
2) What are the values for which the brand stands for?
3) How would customers take the values of such a brand?
Brand Relationships: No prizes for guessing what would this be about! Yes, after all every
brand has to maintain healthy relationships with customers. All marketing collaterals are
intended to do just that. Therefore to gauge the identity, this had to feature.
1) How would Sales describe the relationship attributes for their customer management process?
2) How would Customer support describe their approach to increasing customer satisfaction?
3) How does the brand want to be seen by customers in marketing communication?
Customer Reflection: Every product is designed to satisfy some need of the intended customer
base. A consumer has to be reflected in a way, which would show how he or she could image
himself consuming a particular good. For example, in India anyone consuming Pepsi Cola would
imagine himself to be young and Thums up (another cola drink from Coke stable) to be
adventurous. For this aspect, questions are to be put to customer experience team about What
would the users imagine while using the product?

2. Customer Self Image: Consumers get attracted to those brands in which they see their own
traits, for example, a man who is muscular and strong would smoke Marlboro. This goes hand in
hand with brand personality.
Physical Facet, Brand Relationship and Customer reflection are externalization factors whereas
the rest represents internalization. I know it is a bit tedious but am sure if applied correctly it can
reap huge benefits for corporate.
Ankit Garg
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