You have a clearly defined brand. There are specific brand attributes that your products and/or services reflect in the market. You may be thinking about evaluating or assessing your brand. Your data shows that your customers are disconnected from the brand or that there is a growing gap between what you want the brand to be and what the customer is experiencing. The competition is becoming increasingly challenging to win. Your competitor's customers have a closer emotional relationship with those brands as compared to your customer relationships with your brand. You need to understand whether your customer is actually experiencing the brand promise you have made to the market place. You need to find out your organization's capacity to consistently deliver the brand promise across the customer value stream and at every touchpoint. You have to decode the brand into implications for the key dimensions of your business, i.e. people, process, technology, policies, etc.