A brand assessment questionnaire is meant to provide clear understanding of the current brand and its visibility in the market from the perspective of the business as well as the consumer. The objective of this questionnaire is to reveal the strong areas and the weak points as far as branding is concerned. This helps businesses in making necessary changes to their brand strategy.
Brand Assessment Questionnaire Sample
Name of the Company________________________________________________
Address of the company: ______________________________________
City: ________________ State: ___________________ Zip: _________________
Telephone: ____________________ Fax: ____________________________
Website: ______________________________ Email: _______________________________
Q1. What business does your company deal in?
___________________________________________________________________________
Q2. What is the consumer target segment of the business?
___________________________________________________________________________
Q3. Does the company have a single brand or multiple brands or sub-brands?
___________________________________________________________________________
Q4. Which type of brand does your company promote?
a) Product brand
b) Service brand
c) E-brand
d) Media brand
e) Not-for-profit brand
f) Nation brand
g) Government brand
h) Global brand
i) Organization brand
Q5. Which of the following features does your brand have?
a) Strong home market capture
b) Local and regional awareness and recognition
c) High recall value
d) Global visibility
e) Consistent positioning
f) Consumer value
g) Single corporate brand name
h) High visibility brand logo
Q6. Which of the following awareness features does your brand have?
a) Top of the mind awareness
b) Aided awareness
c) Strategic awareness
Q7. Which of the following best describes your visual brand identity?
a) Highly influential
b) Strong and effective
c) Distinctive
d) Geometric abstraction
e) Simple and colorful
f) Weak
Q8. Which of the following brand architecture does your company follow?
a) Corporate brand
b) Umbrella brand
c) Family brand
d) Individual product brand
Q9. Which of the following strategic considerations have you made for promoting your brand?
a) Diversity of audience
b) Elasticity of the brand
c) Product or service offering
d) Competitive branding practice
e) Brand Equity
f) Brand performance
g) Brand role
h) Industry specific issues
