Competitive Brand Positioning

Your Relationship With Our Brand

1. Thank you for taking part. Your answers show us how we compare with other brands and how we can serve you better.

2. How familiar are you with our brand?

   Choose one from a list:

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

3. Have you ever used our products or services?

   Choose one:

   • Yes
   • No

Our Brand Image

Condition: Only for respondents who know the brand

1. How strongly do you link each of these traits with our brand?

   • Innovative
   • Reliable
   • High quality
   • Affordable
   • Customer-focused

   For each row: choose one:

   • Strongly associate
   • Somewhat associate
   • Neutral
   • Weakly associate
   • Do not associate at all

2. In your view, what sets our brand apart from others?

   Open answer

Competing Brands

1. For the kind of products or services we offer, is a competing brand your first choice?

   Choose one:

   • Yes, a competing brand
   • No, our brand is my first choice
   • Not sure

2. Which brand is your first choice?

   Condition: Only when a competitor is the first choice

   Open answer

3. Does that brand do better than ours on each of these?

   Condition: Only when a competitor is the first choice

   • Product quality
   • Price
   • Innovation
   • Customer service

   For each row: choose one:

   • Yes
   • Not sure
   • No

Looking Ahead

1. What would we need to change for our brand to become your first choice?

   Open answer

2. How likely are you to keep using our products or services?

   Condition: Only for people who have used the brand

   Choose one:

   • Definitely will
   • Probably will
   • Might or might not
   • Probably will not
   • Definitely will not