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Questionnaire template

Brand Value Proposition Survey

Measures how well customers grasp the brand's promise, which elements matter, competitive standing and purchase influence.

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Marketing · Brand. All Marketing templates

Questions in this template

Understanding What We Offer

  1. We appreciate you taking part. We want to learn how clearly our brand's promise comes across and which parts of it matter to you. Your answers are confidential.

  2. How well do you understand what our brand promises its customers?

    Choose one:

    • Very well
    • Somewhat well
    • Moderately well
    • Somewhat poorly
    • Not at all well

  3. In a sentence or two, what do you think our brand promises?

    Condition: Hidden for respondents who do not understand the promise at all

    Open answer

What Matters to You

  1. How important is each of these to you when you think about our brand? (1 = not at all important, 5 = extremely important)

    • Quality
    • Customer service
    • Price
    • Innovation
    • Sustainability

    For each row: choose one:

    • 1 - Not at all important
    • 2
    • 3
    • 4
    • 5 - Extremely important

  2. Which of these do you value most in our brand? Select up to three.

    Choose any that apply:

    • Quality
    • Customer service
    • Price
    • Innovation
    • Sustainability

  3. What makes the elements you selected stand out for you? (optional)

    Condition: Shown when at least one element was selected

    Open answer

Compared with Competitors

  1. Compared with competing brands, how does what we offer stack up?

    Choose one:

    • Much better
    • Slightly better
    • About the same
    • Slightly worse
    • Much worse

  2. What led you to that comparison?

    Condition: Shown once the comparison is answered

    Open answer

Influence on Buying

  1. Does each of these affect whether you buy from us?

    • Quality
    • Customer service
    • Price
    • Innovation
    • Sustainability

    For each row: choose one:

    • Yes
    • Not sure
    • No

  2. Can you recall a time when what our brand offers made you decide to buy, or decide not to? Please describe it (optional).

    Open answer