Brand Equity Research Questionnaire

A Brand equity research questionnaire is a helpful document to analyse the brand equity of a company and its products and use the results for developing the products or services so as to develop a better brand value and thus a greater market share.

Sample Brand Equity Research Questionnaire:

Name of the company: ______________________________

Contact number:         ______________________________

Address:                    __________________________________________________

Company website:               ______________________________

Q1. Does your company invest in building brand equity?

a)   Yes

b)   No

Q2. If the answer to the above question is ‘no’, please provide a reason for not doing so.

______________________________________________________________________

If the answer to Q1 is ‘yes’, please proceed with the following questions.

Q3. What is the amount of investment in brand building as a percentage of the total investment in the company?

__________________________

Q4. What kind of marketing activities are undertaken to improve the brand equity of the company?

a)   ____________________

b)   ____________________

c)   ____________________

Q5. Do you think that the consumers are getting the messages through the marketing activities for brand building?

a)   Yes

b)   No

c)   To a good extent

Q6. Have you ever undertaken a brand value measurement exercise?

a)   Yes

b)   No

Q7. If the answer to the above question is ‘yes’, please provide the result of the brand value measurement in brief.

______________________________________________________________________________________________________________________________________________________

Q8. For your products, what is the most important criterion for brand preference?

a)   Quality

b)   Cost

c)   Availability

d)   Durability

e)   Flexibility

f)    Other _________________________________

Q9. What should be the reason for customers to choose your products over that of your competitors?

___________________________________________________________________________

Q10. Name some of your brand competitors?

a)   ____________________

b)   ____________________

c)   ____________________

Q11. Did you find any benefits that your competitors provide over your products?

a)   Yes

b)   No

If ‘yes’, please list them ______________________________________________