Brand Testing
The Brand Testing survey template gives you a structured way to find out how people actually perceive your brand, from first awareness to the associations and trust it has built over time. It's a practical starting point for anyone who needs real data on brand perception rather than internal guesswork, and it's easy to adjust to your category or market.
What the “Brand Testing” survey measures
This survey captures brand awareness (aided and unaided), spontaneous associations, perceived alignment with values like quality, innovation or sustainability, and a self-reported trust score. It also asks what erodes trust and how respondents first heard about the brand, plus basic demographics like age and income to segment results by audience profile.
Who the “Brand Testing” template is for
It's built for marketers, brand managers, and founders who need to check brand health before a campaign, rebrand, or positioning shift. It also works well for agencies benchmarking a client's brand against competitors, or companies tracking perception changes after a major product launch or PR event.
How to adapt the template to your needs
You can swap in your actual brand name, add competitor names for comparison, or turn the trust question into a Net Promoter Score if that fits your reporting better. Feel free to add branching so people unfamiliar with the brand skip association questions, remove the income question if it's not relevant to your analysis, or add category-specific value options in question three.
Questions and answer options
Answer options:
— Yes, I know it well
— Yes, I’ve heard of it but haven’t used it
— No, I’m not familiar
Answer options:
— Quality
— Innovation
— Affordability
— Sustainability
— Reliability
— Customer focus
Answer options:
— Social media
— Advertising (online or offline)
— Online search
— Recommendations from friends or colleagues
— Events or exhibitions
Answer options:
— Less than $15,000
— $15,000 – $30,000
— $30,001 – $50,000
— More than $50,000
— Prefer not to answer
