| Select where 1 equals ‘not important’ and 5 equals ‘very important’ | 1 | 2 | 3 | 4 | 5 |
| Seeks To Entertain People | | | | | |
| Stands For The Values It Holds As A Business | | | | | |
| Stands For The Way Its Products/Services Look and Feel | | | | | |
| Is On A Mission To Enhance Peoples’ Quality Of Life | | | | | |
| Products/Services Produce Consistently Excellent Results | | | | | |
| Uses Advanced Materials, Technologies, and Systems | | | | | |
Always Creates Something That’s New And Improved
| | | | | |
| Introduces New Concepts That Substantively Change The Market | | | | | |
| Targets An Upscale Customer | | | | | |
| Conveys Status To The Customer | | | | | |
| Consistently Delivers High-quality Customer Care And Service | | | | | |
| Aims To Meet Customers’ Individual Needs | | | | | |
| Is Bought Or Used Frequently | | | | | |
| Is Highly Dependable | | | | | |
| Challenges The Market Leaders | | | | | |
| Offers Products Or Services That Deliver Superior Performance | | | | | |
| Is Creative | | | | | |
| Seeks To Make A Positive Social Or Environmental Impact | | | | | |
| Produces Products That Are Well Designed | | | | | |
| Targets The Mass Market | | | | | |
