GuidesSurveys44 brand awareness survey questions to ask

44 brand awareness survey questions to ask

Last updated

15 July 2023


Dovetail Editorial Team

Reviewed by

Hugh Good

Brand awareness refers to the extent to which a potential consumer recognizes a brand and correctly associates the brand with the right services or products. 

Because brand awareness is so critical to companies, organizations need to understand how aware their target market is of their brand. 

Fortunately, a brand awareness survey allows companies to measure what their potential customers think about their brand—whether they trust the brand and how loyal they are to it. This can help them gauge their marketing efforts and make improvements to them that can assist their company in expanding and growing. 

In this post, we will review some of the questions you should consider the next time you want to find out if your target audience knows your brand. 

What is a brand awareness survey?

A brand awareness survey measures a target market's recognition of a company's brand. This survey can also give the organization a detailed look at how customers view their brand and how it can improve its position by capturing specific demographic data.

For instance, when customers answer specific brand awareness survey questions, they can reveal critical information about a company's brand, including the following:

  • What do customers think about the brand?

  • Do customers trust the brand?

  • Where does customer loyalty lie?

  • How much do customers know about the company and its products?

How do you measure brand awareness in a survey?

Surveys are often an excellent way for companies to measure brand awareness, and the process is relatively simple. Organizations will need to pick a target group of individuals who they expect to know about the brand and ask them specific questions about it.

As a company runs these brand perception surveys over time, the answers will provide them with critical fluctuations in customer appreciation and knowledge, ultimately helping them locate trends and take action before they become a problem.

However, before proceeding with a brand awareness survey, it is crucial to have a strategy in place. For instance, you will want to know whether you are looking into a customer's brand recall or trying to see if customers know what your brand does. Having this clear strategy in place can better assist you in getting the answers and information you need.

Why should I measure brand awareness?

Brand awareness is very important to companies of all sizes. This recognition allows organizations to see how individuals or their target market know the company's name and its products and services. 

Basically, the higher the brand awareness is, the higher potential sales can be. However, there are also other benefits of measuring brand awareness. Take, for example, the following:

  • Higher brand awareness saves you money since the higher the brand recognition, the greater your loyalty toward your brand.

  • Brand beats product since consumers usually buy brands they recognize or know, even if the price is more expensive than equivalent products.

  • It helps you create more effective marketing campaigns since brand awareness indicates that your marketing initiatives are working. In comparison, if brand awareness is not increasing, you know your marketing campaigns could be more effective and need to change something.

Types of brand awareness surveys

When it comes to different types of brand awareness surveys, two kinds of questions can be asked: aided and unaided. Both types of questions provide further insight into how potential consumers recognize a company's brand. However, unaided questions can also help organizations identify whether their customers can remember the company's brand without any assistance.

That is why using different types of surveys can help organizations obtain further details about their company's brand awareness. For example, you could ask individuals to rate the brand from one to 10 on different traits and values, such as popularity, usefulness, and even trustworthiness. 

You can then follow up this rating by asking them certain questions that allow them to supply you with open-ended responses and more detailed feedback. On the other hand, closed-ended questions and answers can provide the organization with more quantitative feedback and give more insight into the metrics of your brand.

44 powerful brand awareness survey questions

While there are various brand awareness survey questions that companies can ask to get the feedback they need, some of the more powerful questions that companies should consider asking include the following:

The customer's perception

  1. Have you ever heard of our company?

  2. How did you hear about our organization?

  3. Are you familiar with the services and products we provide?

  4. Who would the organization's target customer be, and why?

  5. When you think of our brand, what words come to mind?

  6. Have you purchased from our company before?

  7. What are your feelings when you hear the company's name mentioned?

  8. Have you had any issues with our brand?

  9. Have you been exposed to any of our advertisements? If so, where and when?

  10. What did you think of our advertisements?

  11. Was there something that stood out to you from our advertisements?

  12. Is there something about our brand that makes it more or less recognizable than similar products?

  13. Have you or a loved one ever discussed our brand?

  14. Would another person's opinion of our services and goods influence you to purchase the product? Why is that?

  15. What values do you think are associated with our company? Why do you believe this?

  16. How would you describe our company and brand to another individual?

The customer's experience

  1. Are you or someone you know using any of the company's products or services?

  2. Has using the brand affected the perception of it?

  3. Have there been any problems with any of the products or services?

  4. Did you enjoy using the product or brand?

  5. Who in the home primarily uses the brand or product?

  6. How often does the person use the product or service?

  7. Is the product or service important in your life?

  8. Who makes the primary decisions in the household when purchasing a product?

  9. How would you describe how loyal you are to this brand? 

  10. What factors impact this loyalty?

  11. Does the brand help in solving any specific problems?

  12. How would you describe your feelings towards this brand?

  13. Have you used other product types that are similar to our brand?

  14. How would you compare the experience you had with our brand to other brands out there?

  15. Overall, how satisfied are you with our brand?

  16. Have your feelings towards our brand ever changed? Why did they change?

  17. Would you recommend our brand to others?

The customer's comparison to similar brands

  1. What brands come to mind when you think of [specific product]?

  2. Which of these brands have you purchased before?

  3. Why did you choose these brands?

  4. Which brands are the most recognizable to you? Why?

  5. What brands will you continue to purchase? Why?

  6. What brands would you not consider buying from? Why?

  7. Have you heard of our brand?

  8. What is your first thought when you hear our brand name?

  9. Which brands make you the happiest?

  10. What things make you the most loyal to our brand?

  11. Are there specific characteristics that make our brand more recognizable?

Five best practices to conduct brand awareness surveys

If you want your survey questions to be effective, you need to ensure you deploy these surveys correctly. Below are some practices you should consider when conducting a brand awareness survey to ensure you maximize your return on investment (ROI).

1. Target the right audience

While it is important to ask the right questions, you will not get the reliable insights you want from these surveys if you do not ask the right people. That is why you cannot ask a brand awareness question to a consumer who does not know about the brand or finds the question irrelevant.

In most instances, these individuals will likely skip the question or provide you with the wrong information. Rather, to get information that can help you in the long run, you want to make sure the questions you ask your audience are relevant, add value, and make sense.

2. Use an open-ended question type

Another tactic you should consider when trying to get the most from a brand awareness survey is to ask open-ended questions. This can provide you with more information regarding the customer's thought process, allow them to speak their mind, and add context to their rationale for their answers.

Open-ended questions will often start like the following:

  • "Can you provide more insight into…"

  • "How would you describe…"

  • " Is there anything we can do to…"

3. Personalize your surveys

One way to reach out to your target audience as they fill out brand awareness survey questions is to make the questions more appealing. You can also create an image of the brand that consumers will not soon forget.

Personalizing your surveys and questions will make your customers more aware of the brand. This, in turn, leads to higher response rates and aids in establishing a more customer-centric brand.

Personalization does not have to be complicated. A simple way to start is by including friendly greetings in email subject lines, survey messages, or survey questions. This will make the process feel more personal as it gathers customer feedback. You can also extend this personalization to your brand survey, including how they look, feel, and the things they ask. 

4. Use a brand tracking software

To accurately understand how well a brand performs in the market, you must monitor it continuously to track changes over time. Thankfully, brand tracking software can assist you in monitoring and analyzing this information and examining brand awareness and how it impacts your brand's overall health.

5. Close the feedback loop

Once you complete the survey and get the needed responses, you will want to close the feedback loop and show the customers that you listened to their feedback by implementing what they said. This can help the organization create a positive brand perception and improve a brand's loyalty.

If customers find out their feedback holds no value and you did not incorporate anything they said, they likely will not return to the brand. 

This feedback can also assist you in making necessary changes to the product and services to help improve them. For example, understanding your target consumer's emotional associations with your product or service can help unlock numerous possibilities to enhance your brand and products.

What is the sample size for brand awareness?

Determining an appropriate sample size for brand awareness is a delicate balancing act. Too many, and you risk incurring extra expenses and lowering the return on investment. Too few, and you may skew your results and produce something non-representative. That is why companies must consider their population size and the margin of error they are willing to accept for their results before deciding on the appropriate sample size.

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