Survey Template12 questions~5-6 minutes

Brand Awareness Survey Template: Measure Recognition & Recall

Brand awareness surveys measure how well your target audience knows your brand. This template includes questions for both unaided and aided awareness, plus brand perception and competitive context.

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Questions

5-6 minutes

To Complete

Closed Questions

Open Questions

Sample Questions Included

Open-EndedUnaided/spontaneous brand recall - measures top-of-mind awareness

When you think of [Product Category], what brands come to mind?

Multiple ChoiceAided brand awareness

Which of the following [Product Category] brands have you heard of? (Select all that apply)

Your BrandCompetitor ACompetitor BCompetitor CNone of these

Multiple ChoiceBrand familiarity depth

How familiar are you with [Your Brand]?

Never heard of itHeard of it but know nothingKnow a little about itKnow it fairly wellKnow it very well

Multiple ChoiceBrand positioning perception

How would you describe [Your Brand] to someone who has never heard of it?

Premium/High-endGood valueInnovativeTraditional/EstablishedOther

Open-EndedBrand associations and imagery

What words or images come to mind when you think of [Your Brand]?

Multiple ChoicePurchase consideration

How likely are you to consider [Your Brand] for your next purchase?

Very UnlikelyUnlikelyNeutralLikelyVery Likely

When to Use This Template

Brand tracking studies

Campaign effectiveness measurement

Competitive positioning analysis

Market entry research

Brand relaunch evaluation

Best Practices

1.Always ask unaided questions BEFORE showing brand names
2.Include your key competitors for context
3.Track consistently over time using identical questions
4.Survey your target audience, not general population
5.Correlate awareness with marketing spend and activities

Industries Using This Template

Consumer GoodsRetailTechnologyFinancial ServicesHealthcareAutomotive

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Frequently Asked Questions

Quarterly for active tracking, or before and after major campaigns. Annual tracking is minimum for established brands.

It depends on your market position. Category leaders typically have 70-90% aided awareness. Focus on trends rather than absolute numbers.

Related Resources

Guide