Brand Personality Quiz (BPQ)
Measures the alignment and consistency of perceived brand personality characteristics among internal and external stakeholders.
Scale Development & Technical Details
Scale Overview
The Brand Personality Quiz (BPQ) was developed by Point of Vision Design Group, Inc. (2003). It is designed to measure Brand Personality Alignment. The scale is intended for use with Employees, executives, customers, and partners of an organization.
Scale Structure
This instrument consists of 26 items.
Response Format
Respondents rate each item using a custom response format.
Response anchors: 1 = First Option (Left), 2 = Second Option (Right).
Scoring
Items are summed to produce a total score.
Total scores range from 0 to 26. Interpretation guidelines:
- High Alignment: Everyone's answers reflect the corporate brand as intended.: 0 – 0
- Moderate Alignment: Some answers match the official brand position, but others do not; communication work is needed.: 1 – 13
- Low Alignment: The majority of respondents choose characteristics that disagree with the official brand position; serious brand repair is needed.: 14 – 26
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Not reported.
Administration
The scale is self-administered and typically takes approximately 10 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.