Marketing
Brand Testing

Brand Testing

This survey assesses how your audience perceives your brand, including awareness, associations, and loyalty. It helps identify brand strengths and weaknesses to optimize positioning. Suitable for marketers and companies aiming to enhance brand trust and engagement.

Use template

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

Question type: single choice.
Answer options:
— Yes, I know it well
— Yes, I’ve heard of it but haven’t used it
— No, I’m not familiar
Question type: open text answer.
Question type: multiple choice.
Answer options:
— Quality
— Innovation
— Affordability
— Sustainability
— Reliability
— Customer focus
Question type: open text answer.
Question type: multiple choice.
Answer options:
— Social media
— Advertising (online or offline)
— Online search
— Recommendations from friends or colleagues
— Events or exhibitions
Question type: numeric answer.
Question type: single choice.
Answer options:
— Less than $15,000
— $15,000 – $30,000
— $30,001 – $50,000
— More than $50,000
— Prefer not to answer

Similar survey templates

Frequently asked questions

It captures a self-reported trust level using a star rating, giving you a quick quantitative signal you can track over time or compare across segments.
Awareness tells you if people know the brand exists, while associations reveal what they think it stands for — together they show the gap between visibility and perception.
Yes, just duplicate the association and trust questions and repeat them for each competitor brand you want to benchmark.
Group the open-text responses into themes like pricing, service, or communication issues to pinpoint specific areas that need fixing in your brand strategy.