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, 2 = Second Option.
Scoring
Items are summed.
Total scores range from 0 to 100. Interpretation guidelines:
- Low Alignment: A majority of people choose characteristics that disagree with the official brand position. Serious brand repair work may be needed.: 0 – 49
- Moderate Alignment: Some answers match the official brand position but others do not. Internal brand communication needs improvement.: 50 – 89
- High Alignment: Consistent brand perception across respondents. The brand is defined and presented in a highly consistent way.: 90 – 100
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.