Deutscher Markenmonitor

Thank you for participating in this expert survey on brand management.

The cross-industry study is being conducted by gmk Markenberatung, a management consultancy specializing in strategic brand management, and the German Design Council.

As a thank-you for your participation, you will receive the documentation of the central study results exclusively in advance. The results should provide you with new starting points for your daily work. 

Answering the questions will take a maximum of 15 minutes. Your data will be evaluated completely anonymously and will not be passed on to third parties. 

Since some questions are difficult to assess objectively, we are interested in your personal assessment. Please answer these questions to the best of your knowledge and belief.

We thank you in advance for your participation and support!

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Page 1/9

How would you rate the importance of brand management currently in your company?

Select one answer

In your expert opinion, is brand management given sufficient importance in your company?

Select one answer

Please mark the areas for which there are guidelines for action derived from the brand strategy.

Select one or more answers

Page 2/9

Which of these statements about corporate design apply to your company?

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Page 3/9

Which aspects of digital marketing are you applying for your brand?

Select one or more answers

Page 4/9

Which of these media & activities are currently used in your company to train employees regarding your brand?

Select one or more answers

For which media & activities will the relevance increase in the future (next 5 years)?

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Which levels know & live your brand and how well?

Choose one answer in each row

Page 5/9

Which dimensions are collected for brand controlling in your company?

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What format does your brand controlling have?

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In which brand areas do you use market research / testing approaches (A/B tests) for optimization?

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How important is the measurement & evaluation of digital performance (e.g. website visitors, interaction with social media posts) in your company?

Select one answer

Page 6/9

Where do you currently see the three biggest challenges in brand management in your company?

Choose a maximum of three answers

Which three social / economic challenges do you see as particularly important for your brand?

Choose a maximum of three answers

Page 7/9

Which three topics will become more important for brands in the next 5 years?

Choose a maximum of three answers

Is sustainability explicitly included in your brand positioning?

Select one answer

Page 8/9

How important is a strong employer brand for your company?

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Does your company have an employer branding strategy?

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The positioning and design of our employer brand...

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Page 9/9

In which function do you work in your company?

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In which industries is your company active?

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What is the approximate amount of your company's sales (in euros) in the last fiscal year?

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In which sector does your company predominantly generate sales?

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Please select an appropriate category to indicate your age.

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Please select an appropriate category to indicate your gender.

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Please select an appropriate category to indicate your current place of residence

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Done! Thank you very much for your participation! If you would like to receive the documentation of the key study results exclusively in advance, please leave us your e-mail address.

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