Brand building exercises are carried out by companies in many different ways.

Brand Research
questionnaires tries to understand the image of the firm’s products from a customer viewpoint.
Corrective actions can further be taken to position the product properly. This questionnaire can
be administered on customers and non-customers.

Brand Research Questionnaire Sample:

Name:                       ____________________

Address:            ____________________

Phone Number:   ____________________

Email id:            ____________________

Q1. Do you use any of our products?

a)   Yes

b)   No

Q2. If ‘yes’, what are the features that you like about our product?

_______________________________________________________

_______________________________________________________

Q3. What do you look for in the products you choose?

a)   Price

b)   Quality

c)   Quantity

d)   Packaging

e)   Brand image of the company

f)    Other ____________________________________________

Q4. What is the count per month of our product you buy?

a)   0

b)   1

c)   2 – 3

d)   4 – 6

e)   More than 6

Q5. What is the minimum and maximum price that you are willing to spend on our product?

Q6. From where did you hear about our product?

a)   Family

b)   Friends

c)   Magazines

d)   Ads on TV

e)   Internet

Q7. Did you hear any negative publicity about our product or company? Please comment.

____________________________________________________________

Q8. Is there any change you want us to introduce in the product?

____________________________________________________________

Q9. Can you recollect our company logo?

a)   Yes

b)   No
Q10. Comment on the impression created by our advertisements in your mind.

____________________________________________________________

Q11. Have you visited any of our stores?

a)   Yes

b)   No

Q12. If yes, comment on the following:

a)   Availability of the products    _________________________

b)   Customer service                _________________________

c)   Ambience of the store          _________________________