Brand equity questionnaires measure if the intangible features of the product contribute to the value of the firm. Companies may have to increase or decrease the price of the product depending on the brand equity of the product. Positive brand equity can demand premium pricing and negative brand equity can lead to price fall of the product.
Brand Equity Questionnaire Sample:
Name: ____________________
Address: ____________________
Phone Number: ____________________
Email id: ____________________
Q1. Would you have bought the product if it was manufactured independently with no connection with the company group?
a) Yes
b) No
c) May be
d) Can’t say
Q2. Can you list down some of our other brands belonging to our company?
_______________________________________________________________
Q3. Do you trust our product bought from local stores?
a) Yes
b) No
Q4. From where do you prefer buying our products?
a) Company stores
b) Local shops
c) Salespersons
d) Online
e) Other __________________________________________________
Q5. Rate the appearance of the product. 1 = least appealing, 5 = most appealing
a) 1
b) 2
c) 3
d) 4
e) 5
Q6. Rate the quality of our product. 1= of least quality, 5 = of highest quality
a) 1
b) 2
c) 3
d) 4
e) 5
Q7. Do you value the intangible features of the product?
a) Yes
b) No
Q8. Are you willing to spend premium price for products of reputed companies?
a) Yes
b) No
Q9. What do you associate the product with?
a) Its advertisements
b) Its attributes (smell, taste, flavour, etc)
c) The parent group of companies
d) Other __________________________________________________
Q10. Can you interpret what “brand equity” means to you?
_____________________________________________________________
