Know-How Exchange : Student Questions

I think there would actually be a battery of statements, all on the same Likert scale. Each question or statement would address a different aspect of the brand image, such as "I like Product X because it tastes great", or "Product X saves time so that I can spend more time with my family", etc. By separating out each statement, you're better able to observe which statement has the greatest impact on the overall brand positioning.