Brand Profit Checklist
Brand Management Health Check Test
Brand Health Assessment
【CCSP Brand Evaluation】Integrate brand personification analysis (such as MBTI Personality Type)、Seven health aspects,as well asFour major inspection dimensions of ship type, helping you to take stock of the brand in "product"、"path"、"Serve"、"Activity"The strength and weakness of core aspects such as ". Accurately make up for your shortcomings, magnify your advantages, and build your own invincible fleet!
This form is like the MBTI of the brand industry, guiding you fromFace"(Logo design), "clothes" (website/packaging/visual identity), "Friends Circle"(Community Management/Multimedia/Brand Activities), "Life Goals"(Positioning/Vision Planning), check all the way to "Innovation momentum"(ESG/Future Trends), item by item, broken down and accurately checked. There are detailed supplements next to each question to help you understand the value and significance of this link in seconds. The system will automatically generate brand health data and exclusive optimization suggestions, giving you direction and strategy to comprehensively upgrade your brand competitiveness.
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【After the test, professional score analysis】
After completing the test, the system will provide a uniqueIndustry characteristic score analysis. For example:
• Product facetsWe will compare your industry (such as catering, design, services, e-commerce, education, etc.) with the market average, analyze whether your product strength has highlights or potential gaps, and put forward specific optimization suggestions.
• Pathway facet, will compare the common strategies of industry channel layout and point out your strengths and weaknesses in online and offline, cross-border, and cooperative platforms.
• Service and experience aspects, make a detailed comparison based on the standards of your industry (such as service consistency of chain brands and experience diversity of innovative brands).
• Activities and community aspects, to help you review whether you are making good use of the promotion, membership, joint or social marketing methods that are most suitable for your industry.
Finally, the system will give aExclusive industry conclusions and trend recommendations,Include:
• Your position in the industry (Leading,steady,Awaiting breakthroughwait)
• New industry trendsShort-term suggestions and long-term layout direction under
• Potential risk warning and opportunity reminder
• Exclusive resource integration and optimization path
Whether you are in catering, design, education, technology, retail, service industry, or other industries, as long as you complete CCSP Evaluation, you can get the exclusive "Health Report” and a list of recommendations for the most worthy priority actions to ensure that every effort is moving in the right direction.
Brand is like a ship sailing through storms, continuously growing and adapting.
[CCSP Brand Assessment] combines brand personification (MBTI personality), 7 key health dimensions, and the “ship-type” four-check framework, helping you systematically evaluate your brand in “Product,” “Channel,” “Service,” and “Activity” dimensions. It reveals weaknesses, magnifies strengths, and builds your brand's invincible fleet!
Like the MBTI for brands, this form guides you from “Face” (Logo), “Attire” (Website/Packaging/Visual ID), “Circle” (Social/Media/Events), “Life Goals” (Positioning/Vision), and “Innovation Momentum” (ESG/Future), breaking down and evaluating each step. Each item is supplemented with detailed notes. The system automatically generates brand health data and exclusive optimization advice for you to upgrade competitiveness.
[After the Test: Professional Score Analysis]
After completing the assessment, you get a tailored industry feature score analysis for each dimension:
• Product: Compare with industry average (F&B, Design, Service, E-commerce, etc.), analyze product strengths and suggest improvements.
• Channel: Benchmark typical strategies and point out your online/offline/cross-border/collab strengths and gaps.
• Service Experience: Compare industry standards (eg, chain brand consistency, innovative brand diversity).
• Activities & Community: Check if your campaigns, membership, co-branding, or social marketing fit your sector.
The system then gives you a custom industry conclusion and trend advice—your position (Leader, Solid, Needs Breakthrough), latest trends, risk/opportunity reminders, and the best action list.
1. Brand identification and positioning
Identity & Positioning
Rating items Item |
Fraction Score |
Notes/Supplements Description / Note |
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Is the brand name clear and memorable? Brand name clarity & memorability |
Is the brand name recognizable, unique, and searchable? (Like a person's name that people remember as soon as they hear it) Distinctive, memorable, searchable—like a person's unique given name. [Extended explanation] Whether there is a Chinese or English name, the naming story, and comparison with benchmark brands.
0 points description: Unnamed/Poorly identified/Difficult to search. |
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Is the slogan memorable? Slogan (Tagline) memorability |
The slogan is like a motto, one sentence can make people understand the brand value and personality in seconds. A tagline that immediately conveys brand value and style. 【Extended description】Whether the slogan appears on the business card/website/social network.
0 points description: The slogan is not designed or cannot convey the core. |
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Is the brand logo complete? Logo system completeness |
Does the logo contain the main LOGO, ICON, black and white/color version, and can it be used flexibly? Has master logo, icon, monochrome/color variant for flexible use. [Details] Are there AI/vector drafts or black and white drafts?
0 points description: No logo or basic design is not completed. |
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Is the brand identity system consistent? Identity system consistency |
Whether the style of the website, business cards, packaging and social media colors and fonts are consistent. Color/font/design are unified across site, print, packaging, social media. [Extended explanation] There is a brand manual or shared design template.
0 points description: No unified design and confusing identification. |
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Is the brand positioning clear? Positioning clarity |
Can you clearly describe the brand’s target audience, core values and differences? Clearly articulate target, core value, and differentiation. [Extended explanation] There is a positioning sentence/value proposition declaration.
0 points description: No positioning sentences or differentiation. |
2. Website system construction
Website & Digital System
Rating items Item |
Fraction Score |
Notes/Supplements Description / Note |
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Does the brand have an official website? Official website exists |
Is there an official website? Can I find and contact the brand quickly? Official site presence, easy to find/contact. [Extended explanation] Bilingual/multi-language versions are preferred.
0 points description: No official website or unable to contact. |
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Is the website content complete and structured? Site structure & content |
Are the services/products, brand stories, FAQs, etc. complete? Full service/product info, about, FAQ etc. 【Additional details】More complete with FAQ and customer testimonials.
0 points description: Unable to retrieve product or brand information. |
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Does the website have a RWD responsive design? Responsive web design (RWD) |
Mobile phones, tablets and computers can all provide good browsing and experience. Mobile/tablet/desktop friendly design. 0 points description: Non-responsive design, poor cross-device experience.
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SEO/GA/Google Console Settings SEO/GA/Google Console setup |
SEO keywords, GA analysis, Google Search Console, etc. have been set up. SEO keywords, GA, Google Console configured. [Details] SEO sitemap, tracking code, GA4, GTM...
0 points description: No analytics/keyword optimization. |
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Integrate multi-platform tools/plugins Integration of multi-platform tools |
Is there any link to Line/IG/FB/Threads/TikTok/YouTube/Google Map… Has links/integration to Line, IG, FB, TikTok, YouTube, Google Maps etc. 0 points description: No integration with external platforms/tools.
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The content is continuously updated and maintained Content update & maintenance |
News/events/new products etc. are updated regularly to avoid being outdated. News/events/products update regularly. 0 points description: Long-term lack of maintenance or outdated information.
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3. Packaging design and physical products/services
Packaging & Physical Products/Services
Rating items Item |
Fraction Score |
Notes/Supplements Description / Note |
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The product/packaging has a brand feel Branded product/packaging |
The appearance design is professional and consistent, the packaging has brand elements and the details are in place. Professional and consistent design; packaging with brand elements; good details. [Extended explanation] Like people’s outfits, brands leave an impression from the first sight.
0 points description: No sense of branding or brand identity. |
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Complete product/service information labeling Complete product/service info |
Contains all information such as origin, ingredients, specifications, precautions, etc. Includes origin, ingredients, specs, cautions, etc. [Additional details] Complete information enhances consumer trust.
0 points description: Unable to obtain any product information. |
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Product/Service Experience Consistency Consistent user experience |
Online and offline, the experience in each venue, the entity and the packaging are consistent. Consistent experience across online/offline and all touchpoints. [Extended explanation] Just like a person maintains his style in different occasions.
0 points description: The experience was severely inconsistent and customers were confused. |
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Product/Service Added Value Value-added features |
Including after-sales service, extended applications, customization, etc., to provide more value. Includes after-sales service, extended application, customization, etc. [Additional details] If a person has multiple talents, the brand will have more highlights.
0 points description: There is no additional value added. |
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Products/services have regulatory certifications/awards Certifications/awards |
Obtain patents, trademarks, government/industry awards, etc. Patents, certifications, government/industry awards, etc. [Extended explanation] Obtaining certification is like a personal professional certificate.
0 points description: There are absolutely no relevant certifications or industry awards. |
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Physical channel/partner layout Physical channels/partners |
We have stable cooperative stores, distributors, agents, cross-industry cooperation, etc. Steady stores, distributors, agents, cross-industry partners. [Additional details] If the circle of friends is broad, the brand can reach a wider market.
0 points description: There is no physical cooperation or sales channel. |
4. Social Media and Multimedia Management
Social Media & Multimedia
Rating items Item |
Fraction Score |
Notes/Supplements Description / Note |
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Social platform operation is complete Social platforms management |
We operate official accounts on IG / Facebook / Threads / TikTok / YouTube / Podcast / LINE, etc. IG / Facebook / Threads / TikTok / YouTube / Podcast / LINE OA etc. all managed. [Extended explanation] The more channels and the deeper the operation, the higher the brand exposure and interactivity.
0 points description: We do not operate any social media platforms. |
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The community content is diverse and has stories Diverse & story-driven content |
It's not just reposting, it includes brand stories, professional knowledge, interactive activities and other content. Beyond reposts—brand stories, knowledge, interactive campaigns. [Additional details] Such as daily conversations in the circle of friends to improve fan stickiness.
0 points description: The content is poor, just reposted or has no content at all. |
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Video clip/Brand video complete Brand video/shorts |
YouTube, Reels, brand image videos, etc. are available and the content is professional. YouTube, Reels, brand videos etc. included, professional content. [Extended explanation] Dynamic images enhance brand authenticity and interactivity.
0 points description: There are absolutely no branded videos or clips. |
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SEO and social advertising application SEO & Social Ads |
Keyword optimization, FB/IG/Google advertising, and conversion tracking. SEO, FB/IG/Google ads, conversion tracking in use. [Additional details] Active marketing allows more potential customers to see the brand.
0 points description: No SEO or any advertising promotion is used at all. |
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Community interaction and user feedback Community engagement & feedback |
There are continuous interactions, collection of customer feedback, and organization of online/offline activities. Ongoing engagement, feedback collection, online/offline events. [Extended explanation] Like a gathering with friends, brand stickiness is enhanced.
0 points description: There is no interaction or feedback from users. |
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Reviews and Google Map Management Reviews & Google Map |
Running a Google business, with high customer ratings and replies to messages. Google business managed, high ratings, active replies. [Additional details] Online word of mouth means real trust.
0 points description: No reviews or Google Maps. |
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Forum/society/professional community participation Forum/professional group participation |
Actively participate in discussions on forums, societies, FB groups, and professional platforms. Actively join forums, FB groups, professional communities. [Extended explanation] If your friends are active in various gatherings, expand your social circle.
0 points description: I have not participated in any online or offline communities. |
5. Multi-platform exposure and marketing channels
Multi-Channel Exposure & Marketing
Rating items Item |
Fraction Score |
Notes/Supplements Description / Note |
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Multi-channel exposure (online/offline) Multi-channel presence (Online/Offline) |
The layout covers official website/e-commerce/physical stores/channels/third-party platforms. Official website/e-commerce/physical stores/3rd-party platforms covered. 0 points description: Only a single platform, no multi-channel exposure at all.
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Crowdfunding/cross-industry cooperation Crowdfunding/Cross-industry co-op |
Tete, FlyingV, Kickstarter, etc. or cross-industry collaborations are effective. zeczec, FlyingV, Kickstarter, or cross-industry collaboration. 0 points description: There is no record of any fundraising or cross-industry cooperation.
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Media/News Exposure Media/news coverage |
Featured in mainstream media/interviews/bloggers’ reports, etc. Featured by mainstream media, interviews, bloggers, etc. 0 points description: It has never been exposed in any media.
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Distribution/franchising/authorization system Distribution/Franchise/License System |
The franchise, distribution, agency and authorization systems are already in operation. Franchise/distribution/agency/licensing systems in place. 0 points description: There is no franchise, distribution or authorization model.
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Brand/product co-branding, cross-industry alliances Co-branding/cross-sector alliance |
Collaborate with well-known brands and hold themed events or markets. Co-branding with top brands, themed events, markets. 0 points description: No joint names, no cross-border cooperation.
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Participate in community activities/exhibitions/markets Community events/expos/markets |
Actively participate in industry gatherings, exhibitions, and offline markets. Active in industry gatherings, expos, offline markets. 0 points description: Did not participate in any activities at all.
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VI. ESG and innovation momentum
ESG & Innovation Momentum
Rating items Item |
Fraction Score |
Notes/Supplements Description / Note |
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The company has ESG-related policies or practices Company has ESG policy/practice |
Whether there are public ESG strategies, ESG reports, sustainable development goals, social participation, etc. Public ESG strategy, reports, sustainability goals, social engagement. 0 points description: No ESG related actions.
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Green innovation in product/service design Green innovation in product/service |
The products are made of environmentally friendly materials, recyclable, plastic-reducing, and circular design. Eco-materials, recyclable, reduced plastic, circular design etc. 0 points description: No green innovation at all.
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Organizational Diversity Inclusion and Gender Equality Diversity & gender equality |
The organization has diverse hiring, gender equality, and accessibility policies. Diverse hiring, gender equality, accessibility policy. 0 points description: No diversity or gender equality policy.
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Innovative technology applications and digital transformation Tech innovation & digital transformation |
Introduction of new technologies, AI/IoT/automation/digital optimization. Adoption of AI/IoT/automation/digital optimization. 0 points description: No digital innovations at all.
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Public reporting/effectiveness of ESG actions Public ESG report/result |
There are public ESG results, certifications and media coverage. Published ESG results, certifications, media coverage. 0 points description: No ESG performance is disclosed or tracked at all.
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Social participation/charity activities Social engagement/charity |
Actively participate in charity, social giving, volunteer activities, etc. Active in charity, social feedback, volunteering etc. 0 points description: No involvement in any charity or social giving.
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7. Overall brand health and future planning
Overall Brand Health & Future Planning
Rating items Item |
Fraction Score |
Notes/Supplements Description / Note |
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Brands have annual/medium- to long-term plans Annual/Mid-long-term brand planning |
Have clear annual and 3-5 year plans and goals, and review them regularly. Clear annual/3-5 year plan & goals, regular review. 0 points description: There is absolutely no medium to long term planning.
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Brand health is continuously monitored Ongoing brand health monitoring |
There are brand health checks, satisfaction surveys, and regular performance analyses. Brand health checks, satisfaction surveys, regular performance analysis. 0 points description: There is no brand monitoring or data.
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Crisis Management and Brand Restoration Crisis management & brand repair |
There are crisis management processes, responses to negative reviews, and measures to rebuild the brand image. Crisis process, negative feedback response, image restoration plan. 0 points description: There is absolutely no crisis management mechanism.
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Vision and brand culture inheritance Vision & brand culture inheritance |
There is a vision statement, values, cultural documents, and talent inheritance. Vision statement, values, cultural docs, talent succession. 0 points description: There is no brand vision or culture document.
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Industry Health Check Scoring Reference Table|Brand Assessment Scoring Reference
Industry Category |
Low standard (%) |
Winning bid (%) |
High standard (%) |
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