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Questionnaire template

Brand Name Evaluation

Gathers customers' reactions to a brand name: memorability, associations, fit with the offering and market relevance.

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Market Research · Concept testing. All Market Research templates

Questions in this template

First Impressions of the Name

  1. We are reviewing our brand name and would value your honest reaction. Your answers will guide our branding decisions.

  2. How much do you agree with each statement about our brand name?

    • It is distinctive
    • It is easy to remember
    • It is easy to pronounce

    For each row: choose one:

    • Strongly disagree
    • Disagree
    • Neither agree nor disagree
    • Agree
    • Strongly agree

What the Name Means to You

  1. What words or ideas come to mind when you hear our brand name?

    Open answer

  2. Does the name fit what we sell?

    Choose one:

    • Yes
    • No
    • Not sure

  3. Why do you feel that way?

    Condition: Shown when the name does not clearly fit

    Open answer

The Name in the Market

  1. Compared with a year ago, how relevant does our brand name feel in the market today?

    Choose one:

    • More relevant
    • About the same
    • Less relevant
    • I did not know the name a year ago

Suggestions

  1. How could we improve our brand name? Share any ideas you have.

    Open answer