1. Are your brand's mission, vision, and promise clearly expressed and understood?

2. Does your brand hold a differentiated and credible position in the eyes of your customers?

3. Are your marketing, commercial, and CSR decisions aligned with your strategic direction?

4. Does your strategy generate healthy and sustainable profitability?

5. Does your brand have a clear innovation dynamic, aligned with its convictions and targets?

6. Are your brand communications visible, distinctive, and consistent with your identity?

7. Are your distribution, activation, and content channels effectively managed and tailored to your audience?

8. Is your brand building an engaging, consistent, and memorable relationship with users?

9. Does your brand rely on tangible and differentiating CSR commitments?

10. Is your organization capable of anticipating market or societal shifts?