70+ Brand Perception Survey Questions With Sample Template

February 8, 2024 · 17 min read

Do you think about who you are and what you want to be known for? It’s not enough to just dress the part. You need to take it a step further when it comes to creating the right brand perception for your customers.

You can gain insight into how customers perceive your business through a brand perception survey. This helps you evaluate if your values align with theirs.

Discover how customers and potential customers view your brand, products, and services with this list of brand perception survey questions. Since it influences their buying decisions, loyalty, and satisfaction, create your customized brand perception survey with over 70 questions that cover various aspects of brand perception, such as awareness, recognition, association, preference, and advocacy.

What is a Brand Perception Survey?
How does the Brand Perception Survey help your Business?
When Should You Run a Brand Perception Survey?
Who Should You Send a Brand Perception Survey to?
Who Should You Ask Brand Perception Survey Questions?
Brand Perception Survey Questions for Customers
Sample Templates of Brand Perception Survey Questions
Brand Perception Survey Tips & Best Practices for Quality Insights
FAQs
Conclusion
References
Recommendations

What is a Brand Perception Survey?

A brand perception survey is a tool that helps you measure how your customers and potential customers view your brand. It can reveal what they think, feel, and associate with your brand, as well as how they compare it to your competitors.

Brand perception is not what you say about your brand, but what your customers say about it. It is the result of their experiences, interactions, and impressions with your brand over time. Brand perception can influence their purchasing decisions, loyalty, and advocacy.

Brand perception survey questions can help you understand the strengths and weaknesses of your brand image, as well as the opportunities and threats in your market. It can also help you track the impact of your branding and marketing efforts on your target audience.

How does the Brand Perception Survey help your Business?

Brand perception survey questions can help your business in many ways, such as:

Improving customer satisfaction and retention: By knowing what your customers value and expect from your brand, you can deliver on your brand promise and exceed their needs. You can also identify and address any gaps or issues that may affect their satisfaction and loyalty.
Increasing brand awareness and recall: By knowing how your customers discover and remember your brand, you can optimize your brand visibility and recognition. You can also use the feedback to create memorable and distinctive brand elements, such as your name, logo, slogan, or colors.
Enhancing brand differentiation and preference: By knowing how your customers perceive your brand personality, values, and attributes, you can highlight your unique selling proposition and competitive advantage. You can also use the feedback to align your brand with your customers’ preferences and motivations.
Boosting brand advocacy and referrals: By knowing how your customers engage with and recommend your brand, you can foster positive word-of-mouth and social media buzz. You can also use the feedback to reward your loyal customers and incentivize them to spread the word.

When Should You Run a Brand Perception Survey?

There is no definitive answer to when you should run a brand perception survey, as it depends on your business goals and objectives. However, some common scenarios when a brand perception survey can be useful are:

Before launching a new product or service: To test how your target market responds to your brand concept and positioning, and to identify any potential barriers or risks.
After launching a new product or service: To measure how your brand awareness, recall, and image have changed as a result of your launch, and to evaluate the effectiveness of your marketing campaign.
Before or after a rebranding or repositioning: To assess how your current and potential customers perceive your brand before and after the change, and to gauge the impact of your rebranding or repositioning strategy.
Regularly: To monitor your brand performance over time, and to track any changes in your market environment, customer behavior, or competitor activity.

Who Should You Send a Brand Perception Survey to?

A brand perception survey is a powerful tool to measure how your customers and prospects view your brand, and how it compares to your competitors. But who should you send brand perception survey questions to, and how can you reach them effectively?

The answer depends on your goals and objectives, as well as the resources and channels available to you. However, some general guidelines are:

Existing customers: Your new and existing customers are the best audience for your brand perception surveys. They offer the most reliable and relevant insights into how they view your brand since they have already interacted with your business. You can use their feedback to improve your customer satisfaction, retention, and loyalty, as well as to identify your brand advocates and promoters.
Potential customers: You may also send invites to potential buyers who have expressed some interest in your products or services, such as leads, prospects, or subscribers. They can provide valuable information on how your brand awareness, recall, and image influence their purchase decisions, as well as how you can differentiate your brand from your competitors and persuade them to choose you.
General public: If you want to expand your reach and target new markets, you can also send your brand perception survey to a broader audience, such as the general public or a specific segment of it. You can use online panels, social media, or other platforms to access a large and diverse pool of respondents who may or may not be familiar with your brand. You can use their feedback to assess your brand visibility, recognition, and reputation, as well as to identify new opportunities and challenges for your brand growth.

Who Should You Ask Brand Perception Survey Questions?

Once you have decided who to send your brand perception survey to, you need to decide who to ask your brand perception survey questions. This means selecting the specific respondents within your target group, based on certain criteria or characteristics.

The criteria or characteristics you use to select your respondents depend on your research question and hypothesis. For example, if you want to know how your brand is perceived by different age groups, you may want to segment your respondents by age. If you want to know how your brand is perceived by different regions, you may want to segment your respondents by location.

The number of respondents you need for your survey depends on your desired level of confidence and margin of error. Generally, the larger your sample size, the more accurate and reliable your results will be. However, you also need to consider the cost and time involved in collecting and analyzing your data.

Brand Perception Survey Questions for Customers

Building a customer base is a good step in business but what is the return rate like? Your first-time customers are likely to return when your brand values appeal to them.

However, does who do not return may not come by to state their reasons. So, these brand perception survey questions for customers will help you track what customers will likely return and grant you insight on why others may not.

Examples of Brand Perception Survey Questions on Brand Awareness

Brand awareness is the extent to which your target audience recognizes and remembers your brand. It is a key indicator of your brand’s visibility, recognition, and reputation.

To measure your brand awareness, you can use brand perception survey samples with questions that cover different aspects of it, such as:

How familiar are you with [Brand Name]?
On a scale of 1 to 10, how likely are you to recognize [Brand Name] when you see it?
Can you name any products or services offered by [Brand Name]?
Where did you first hear about [Brand Name]?
How frequently do you come across advertisements or promotions for [Brand Name]?
How would you describe your overall awareness of [Brand Name] in comparison to its competitors?
Have you ever recommended [Brand Name] to others based on your awareness of the brand?
To what extent do you associate certain qualities or values with [Brand Name]?
Do you follow [Brand Name] on any social media platforms?
How likely are you to engage with content from [Brand Name] on social media?
When you think of [Product/Service Category], which brands come to mind, and where does [Brand Name] rank among them?
How confident are you in your ability to differentiate [Brand Name] from its competitors?
Have you attended any events or promotions organized by [Brand Name] in the past year?
How likely are you to choose [Brand Name] over competitors when making a purchase decision?

Brand Perception Survey Questions Samples on Competitor Awareness

Competitor awareness is the extent to which your target audience knows and compares your brand with your competitors. It is a key indicator of your brand’s differentiation, preference, and positioning.

To measure your competitor awareness, you can use the following examples of survey questions samples such as:

Who are the other brands that offer similar products or services as ours?
Which brand do you prefer and why?
Can you name any specific products or services offered by our main competitors?
When considering competing brands, what specific qualities or attributes come to mind?
Do you follow any of our competitors on social media? If yes, which ones?
In comparison to our brand, how would you rate the overall awareness of our competitors?
Have you ever recommended our brand over a competitor to others? If yes, please provide details.
How confident are you in your ability to differentiate our brand from its competitors?
Where do you usually encounter information about our competitors (e.g., online, advertisements, word of mouth)?
When making a purchase decision, how likely are you to consider products/services from our competitors?
Can you recall any recent promotions or events organized by our competitors?
What factors influence your perception of our brand compared to our competitors?
If you were offered a discount or a free trial from our competitor W, would you switch to them?
How do you perceive the value proposition of our brand in relation to our competitors in the market?

Examples of Brand Perception Survey Questions on Brand Loyalty

Brand loyalty is the extent to which your customers are faithful and committed to your brand. It is a key indicator of your brand’s retention, profitability, and advocacy.

To measure your brand loyalty, you can use the below samples of brand perception survey examples with questions that cover different aspects of it, such as:

On a scale of 1 to 10, how likely are you to repurchase products or services from our brand?
Can you identify specific features or qualities that contribute to your loyalty to our brand?
How would you describe the emotional connection you feel towards our brand?
Have you participated in any loyalty programs offered by our brand? If yes, please share your experience.
What aspects of our brand’s customer service contribute to your loyalty?
How likely are you to recommend our brand to friends or family members?
To what extent do exclusive promotions or discounts influence your loyalty to our brand?
How satisfied are you with the overall quality of our products or services?
Have you encountered any challenges or issues with our brand, and if so, how were they resolved?
How often do you actively seek out information about new products or offerings from our brand?
Can you recall any positive experiences with our brand that reinforced your loyalty?
How do you perceive our brand’s values, and to what extent do they align with your own values?
Have you ever considered trying products or services from competing brands? If yes, what influenced your decision?
What specific steps could our brand take to enhance and strengthen your loyalty in the future?

Examples of Brand Perception Survey Questions on Brand Association

Brand association is the extent to which your target audience links your brand with certain words, emotions, or concepts. It is a key indicator of your brand’s image, value, and personality.

Here are some brand perception survey questions focused on brand association:

When you think about our brand, what words or phrases come to mind?
Can you describe the specific qualities or characteristics you associate with our brand?
How would you express the emotions or feelings evoked by our brand?
What values do you believe our brand embodies based on your perceptions?
When visualizing our brand, what imagery or visuals immediately come to mind?
Are there specific colors associated with our brand that you find memorable?
How well do you think our brand logo represents the essence of our products or services?
In what situations or contexts do you find our brand most relevant or applicable?
Can you recall any memorable advertisements or campaigns that shaped your perception of our brand?
Which celebrities or influencers, if any, do you associate with our brand?
How do you perceive the overall personality or tone of communication conveyed by our brand?
Are there specific memories or experiences that reinforce your connection with our brand?
What sets our brand apart in your mind from competitors in the market?
How has your perception of our brand evolved, if at all?

Brand Perception Survey Questions Samples on Customer Service and Support

Customer service and support is the extent to which your brand provides assistance and solutions to your customers’ needs and problems. It is a key indicator of your brand’s quality, reliability, and trustworthiness.

To measure your customer service and support, you can use a brand perception survey with questions that cover different aspects of it, such as:

On a scale of 1 to 10, how satisfied are you with our brand’s overall customer service and support?
Can you share specific instances where our customer support team exceeded your expectations?
In your experience, how responsive has our customer service been to your inquiries or concerns?
How would you rate the helpfulness of our customer support team in resolving issues or answering questions?
Have you encountered any challenges with our customer service? If yes, please describe the situation.
What channels do you prefer for seeking customer support (e.g., phone, email, live chat)?
How would you describe the accessibility and availability of our customer support services?
Can you recall a specific interaction with our customer support team that left a lasting positive impression?
In your opinion, how well does our customer service align with your expectations for prompt issue resolution?
On a scale of 1 to 10, how likely are you to recommend our brand based on your customer service experiences?
How do you perceive the expertise of our customer support team in addressing technical or complex issues?
Are there specific improvements you would suggest for enhancing our customer service and support?
Do you feel our brand values and prioritizes customer satisfaction based on your support interactions?
How has your perception of our brand been influenced by your experiences with our customer service?

Sample Templates of Brand Perception Survey Questions

Brand Perception Survey Tips & Best Practices for Quality Insights

To get the most out of your brand perception survey and questions, you should follow some tips and best practices to ensure the quality and validity of your data.

Here are some suggestions:

#1. Use a Variety of Question Types

To get a comprehensive and balanced view of your brand perception, you should use a mix of open-ended and closed-ended questions, as well as different scales, samples, and formats. This will allow you to collect both quantitative and qualitative data, as well as to make your survey more engaging and less boring for your respondents.

#2. Keep it Short and Simple

To avoid survey fatigue and drop-off, you should keep your survey as short and simple as possible. Aim for no more than 10 to 15 questions, and make sure they are clear, concise, and easy to understand. Avoid jargon, acronyms, or ambiguous terms, and use simple language and grammar.

#3. Be Consistent and Unbiased

To ensure the reliability and accuracy of your data, you should be consistent and unbiased in your question wording and order. Avoid leading, loaded, or double-barreled questions, and use neutral and objective language. Also, avoid changing the meaning or scale of your questions halfway through the survey, and use a logical and coherent flow.

#4. Segment and Analyze Your Data

To get the most actionable insights from your data, you should segment and analyze it according to different criteria, such as demographics, behavior, or preferences. This will help you identify patterns, trends, and differences among your respondents, and tailor your market research accordingly.

#5. Act on Your Findings

The ultimate goal of your brand perception survey is to improve your brand performance and customer experience. Therefore, you should act on your findings and implement changes based on your data. Whether it’s enhancing your brand visibility, differentiation, or loyalty, you should use your survey results to guide your decisions and actions.

FAQs

What is brand perception and why is it important?

In many ways, perception is reality. Brand perception is how people view your brand and what they think about it based on their interactions, experiences, and impressions.

What is an example of brand perception?

Consumers often choose Nike products for their perceived quality, style, and association with athleticism. These examples demonstrate how brand perception can be shaped by product quality, marketing efforts, corporate values, and the emotions and associations consumers have with a brand.

What is an example of a perception question?

When you think of our brand, what comes to mind? If you had to describe our brand in three words, what would they be? How likely are you to recommend our brand to your friends? How would you describe your last experience with our brand?

What is the difference between brand perception and brand awareness?

Brand awareness is how familiar your target audience is with your brand, whereas brand perception is how the audience feels about your brand. Brand perception often takes into account criteria like customer service, quality, value, features, and the sales process.

What is the impact of brand perception?

Brand perception has a significant impact on the success of a product. Positive brand perception can lead to higher sales, increased market share, and greater customer loyalty. In contrast, a negative brand perception can significantly damage a product’s success.

Conclusion

To conduct a successful brand perception survey, you need to ask the right questions that cover different aspects of your brand, such as awareness, image, associations, loyalty, preference, and advocacy.

You can use our sample template to create your brand perception survey questions and get valuable insights from your target audience.

References

Askattest.com – 15 Brand perception survey questions & examples (+ template)
Typeform.com – 20 essential brand perception survey questions + template