SKODA Brand Asset Evaluation 斯柯达品牌调查
Dear colleague, thank you for participating in our survey.
非常感谢您能参与我们的调查。
The main purpose of the survey is to evaluate current brand assets of SKODA.
本问卷的主旨是为了用量化的形式审视斯柯达现有的品牌资产。
We really appreciate your participation!
您的想法对于我们来说非常重要！
Please choose your work place.
请选择您的工作地点。
Please choose language.
请选择语言。
In the following we kindly ask you to evaluate a couple of Skoda brand assets in regards to 1) Importance for Skoda and 2) Differentiation potential vs. competition. The scale goes from 1 - 6: (1) Very low --- (2) Low --- (3) Rather low --- (4) Rather high --- (5) High --- (6) Very high
Example:
Let's start!
Please rememer:
[(1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
1. Please evaluate "SUVs"
2. Please evaluate "NEVs"
2. Please evaluate "Sedans / Hatchback"
4. Please evaluate " Colors (fresh, bright, etc.)"
5. Please evaluate " Exterior design (i.e. Look & Feel)"
6. Please evaluate " Interior design (i.e. Look & Feel)"
7. Please evaluate " Spaciousness / Roominess "
8. Please evaluate " Intuitive innovation "
9. Please evaluate " Connectivity "
10. Please evaluate " 'Simply Clever' features "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
11. Please evaluate "Since 1895 (Logo Add-on)"
12. Please evaluate " Green color (Usage)"
13. Please evaluate " Logo "
14. Please evaluate " Human touch philosophy (brand/service exp.)"
15. Please evaluate " Tour de France sponsorship "
16. Please evaluate " Cirque de Soleil sponsorship "
17. Please evaluate " Communication of VW Group technology "
18. Please evaluate " Czech culture "
19. Please evaluate " Czech brand "
20. Please evaluate " European brand "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
21. Please evaluate "International brand"
22. Please evaluate " Brand heritage 122 years "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
23. Please evaluate " New sales formats (i.e. direct sales)"
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
24. Please evaluate " Retail marketing "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
25. Please evaluate " Accessories / Merchandise "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
26. Please evaluate " Customer events "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
27. Please evaluate " Motorshows "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
28. Please evaluate " Showroom "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
29. Please evaluate " Roadshows "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
30. Please evaluate " After Sales services "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
31. Please evaluate " Press events "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
32. Please evaluate " E-Commerce "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
33. Please evaluate " Value added business "
[ (1) Very low - (2) Low - (3) Rather low - (4) Rather high - (5) High - (6) Very high ]
Which brand assets do you think are also important for SKODA but have not been mentioned in our survey? (Please name and evaluate 1) Importance and 2) Differentiation potential) (*elective)
请从下列两个维度评估我们列出的品牌资产：1）对斯柯达的重要性 2）对竞品的差异化程度
（1 表示程度最低 --- 6 表示程度最高）
1. 请评价 "SUV"（越野车）
2. 请评价 "NEV" (新能源汽车)
3. 请评价 "现有轿车车型"
4. 请评价 "外观颜色（清新/亮丽等）"
5. 请评价 "外观设计（例如车身线条）"
6. 请评价 "内部设计（例如内饰设计/内饰材质）"
7. 请评价 "大空间"
8. 请评价 "简单直观的功能"
9. 请评价 "汽车互联化"
10. 请评价 "'Simply Clever' 功能"
11. 请评价 "since 1895 (品牌元年标签)"
12. 请评价 "斯柯达绿的使用程度"
13. 请评价 "品牌标识（Logo）"
14. 请评价 "真心呵护的理念 （品牌/服务等）"
15. 请评价 "环法自行车赛赞助"
16. 请评价 "太阳马戏团赞助"
17. 请评价 "在传播中强调源自大众集团的先进技术"
18. 请评价 "捷克文化"
19. 请评价 "捷克品牌"
20. 请评价 "欧洲品牌"
21. 请评价 "国际品牌 "
22. 请评价 "122年的品牌历史 "
23. 请评价 "新销售模式（例如直销） "
24. 请评价 "区域营销 "
25. 请评价 "备附件/衍生品 "
26. 请评价 "线下活动"
27. 请评价 "车展"
28. 请评价 "经销商展厅"
29. 请评价 "路演"
30. 请评价 "售后服务"
31. 请评价 "媒体活动（发布会）"
32. 请评价 "电商"
33. 请评价 "增值服务"
您认为还有什么品牌资产对斯柯达十分重要？ （请列举并根据之前的规则打分 1）对斯柯达的重要性 2）对竞品的差异化程度）（*选答题）
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