Consider the McDonald's tracking survey presented in Branding Brief 8-1 (see below). What might you do differently? What questions would you change or drop? What questions might you add? How might this tracking survey differ from those used for other products? Although the brand inventory is primarily a descriptive exercise, it can supply some useful analysis too, and initial insights into how brand equity may be better managed. For example, marketers can assess the consistency of all the different products or services sharing a brand name. Are the different brand elements used on a consistent basis, or are there many different versions of the brand name, logo, and so forth for the same product—perhaps for no obvious reason—depending on which geographic market it is being sold in, which market segment it is being targeted to, and so forth? Similarly, are the supporting marketing programs logical and consistent across related brands?