Calvin Klein – Brand Audit Questionnaire

Brand Exploratory Research (Consumer perspective) By doing this research, we intend to find the health of the brand, its sources of equity and suggest improvements if any. Name: Age: Gender: How often do you purchase dresses of the brand Calvin Klein? a. < 4 months b. 4-6 months c. 6-10 months d. Once a year e. Other How would you rate the following brand personality elements associated with Calvin Klein Products? (1-lowest and 5-highest) Brand Element| 1| 2| 3| 4| 5| Authentic| | | | | | Excitement| | | | | |Freshness| | | | | | Rich| | | | | | Ruggedness| | | | | | Stylish| | | | | | Smooth | | | | | | Happiness| | | | | | Status symbol| | | | | | Successful| | | | | | Variety| | | | | | Rate the following products of Calvin Klein according to your perception of like/dislike (1-lowest & 5-highest) Product Name| 1| 2| 3| 4| 5| Calvin Klein Collection| | | | | | Jeans| | | | | | Kids Wear| | | | | | Footwear & Shoes| | | | | | Perfumes/fragrances| | | | | | Skinny Jeans| | | | | | Underwear| | | | | |Swimwear| | | | | | Suits| | | | | | Polo T-shirt| | | | | | Accessories (handbags, belts, scarves, umbrella)| | | | | | When you think about the Calvin Klein, what product category immediately comes to mind? a. Calvin Klein collections b. Calvin Klein Menswear c. Calvin Klein Women Wear d. Calvin Klein Kids Wear e. Calvin Klein Sportswear What are the brand promotion elements that you have helped you identify Calvin Klein brand? Brand Element| 1| 2| 3| 4| 5| Logo| | | | | | Tagline/Slogan| | | | | |Television Advertisements| | | | | | CK Symbol| | | | | | Celebrities| | | | | | Online store/Website| | | | | | Billboards| | | | | | QR Codes| | | | | | Please choose a brand that you believe best describes each quality. Choose none if you feel none of the choice apply Trait| 1| 2| 3| 4| 5| Cool| | | | | | Young| | | | | | Contemporary| | | | | | Trendy| | | | | | Charming| | | | | | Upper class| | | | | | Friendly| | | | | | Glamorous | | | | | | Masculine | | | | | | Feminine| | | | | | Wholesome| | | | | |Confidence| | | | | | Cheerful| | | | | | Corporate| | | | | | What is your annual income? a. < 3 lakhs b. 3 to 6 lakhs c. 6 to 10 lakhs d. 10 to 15 lakhs e. > 15 lakhs When you think about your favourite brand of Calvin Klein, does this brand remind you of a person? a. Yes b. No Who makes the majority of purchasing decisions in your household? a. Spouse b. Yourself c. Joint decision d. Other How do you find out the latest product in the market? a. Fashion Magazines b. Television c. Internet d. Shopping Store e. Others