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Questionnaire template

Brand Differentiation Survey

Measures how customers rate the brand against competitors, what sets it apart, trust, advocacy and future expectations.

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Marketing · Brand building. All Marketing templates

Questions in this template

How You See Our Brand

  1. Thank you for helping us understand what makes our brand different. The survey takes about five minutes.

  2. How well do you know our brand?

    Choose one:

    • Extremely familiar
    • Very familiar
    • Moderately familiar
    • Slightly familiar
    • Not at all familiar

  3. How does our brand score on each of the following?

    Condition: Hidden for respondents not at all familiar with the brand

    • Quality
    • Innovation
    • Value for money
    • Customer service

    For each row: choose one:

    • Poor
    • Fair
    • Good
    • Very good
    • Excellent

What Sets Us Apart

  1. Compared with other brands in the market, what distinguishes ours? Select all that apply.

    Condition: Hidden for respondents not at all familiar with the brand

    Choose any that apply:

    • Distinctive product features
    • Outstanding customer service
    • Original design
    • Pricing
    • Ethical business conduct
    • Nothing in particular

Value and Trust

  1. What does our brand stand for in your eyes?

    Condition: Hidden for respondents not at all familiar with the brand

    Open answer

  2. What makes you trust our products or services, or hold back from trusting them?

    Condition: Hidden for respondents not at all familiar with the brand

    Open answer

  3. How likely is it that you would recommend us to a friend or colleague?

    Condition: Hidden for respondents not at all familiar with the brand

    Choose one:

    • Very likely
    • Likely
    • Neither likely nor unlikely
    • Unlikely
    • Very unlikely

  4. What would be your main reasons for recommending us? Select all that apply.

    Condition: Shown unless the respondent is unlikely to recommend

    Choose any that apply:

    • Quality of products or services
    • Customer service
    • Value for money
    • Reputation of the brand

Experiences and Expectations

  1. Tell us about an experience with our brand that stayed with you, and how it affected your opinion of us.

    Condition: Hidden for respondents not at all familiar with the brand

    Open answer

  2. Over the next twelve months, how high are your expectations of us in each area? (1 = very low, 10 = very high)

    • Launching new or improved products
    • Improving customer service
    • Widening the range of services offered

    For each row: choose one:

    • 1
    • 2
    • 3
    • 4
    • 5
    • 6
    • 7
    • 8
    • 9
    • 10