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 ______________________________________________

Category: Research Questionnaire

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