I do. The first two items get at what are probably the two most important factors in a brand: familiarity and favorabillity. (I've heard of you, I like you.) If you fail on these two, the rest really don't matter.

I also like the consideration item. This speaks to the relevance of the brand to the respondent, and possibly behavior. There is increasing evidence that striving for consideration may be better than striving for loyalty.

I think the perceived quality item is OK. I can't tell from the article, but I would expect it to be pretty correlated with the others. If there were one I would drop, it would probably be this one.