View/Export Results
Manage Existing Surveys
Create/Copy Multiple Surveys
Collaborate with Team Members

OR

Sign inSign in with Facebook

Sign inSign in with Google

Brand perception survey questions for your brand and one rival

People who know both brands rate each on the same six statements, then pick the one they would choose.

18questions
About 5 minto complete

Use this template Take the survey first

Brand Perception Survey · answer to move through it

Use this template

Question 1 of 18 Familiarity

How familiar are you with [BRAND A]?

1

2

3

4

5

Never heard of itKnow it well

Question 2 of 18 Familiarity

How familiar are you with [BRAND B]?

1

2

3

4

5

Never heard of itKnow it well

Question 3 of 18 The first brand

[BRAND A] makes [PRODUCTS] of good quality.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 4 of 18 The first brand

[BRAND A] is good value for what it costs.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 5 of 18 The first brand

[BRAND A] does what it says it will do.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 6 of 18 The first brand

[BRAND A] is easy to deal with.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 7 of 18 The first brand

[BRAND A] offers something I cannot get from the others.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 8 of 18 The first brand

[BRAND A] understands people like me.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 9 of 18 The second brand

[BRAND B] makes [PRODUCTS] of good quality.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 10 of 18 The second brand

[BRAND B] is good value for what it costs.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 11 of 18 The second brand

[BRAND B] does what it says it will do.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 12 of 18 The second brand

[BRAND B] is easy to deal with.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 13 of 18 The second brand

[BRAND B] offers something I cannot get from the others.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 14 of 18 The second brand

[BRAND B] understands people like me.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 15 of 18 Overall

[BRAND A] is a brand I think highly of.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 16 of 18 Overall

[BRAND B] is a brand I think highly of.

1

2

3

4

5

Strongly disagreeStrongly agree

Question 17 of 18 First choice

If you were choosing one of these today, which would you go with?

[BRAND A]

[BRAND B]

Another brand

I would not choose either of them

Question 18 of 18 Your words

What is the main reason behind your choice?

The 18 brand perception survey questions

A brand perception survey asks people what they think of a brand: whether it is good quality, good value, true to its word and easy to deal with. This one asks the same six statements about your brand and one rival, so every rating has another beside it. All 18 are built in the free questionnaire maker.

Plain text, one question per line, with the answer scale.

How well they know each brand

Only people who know both brands can compare them. If few recognize your name, run a brand awareness survey first.

How familiar are you with [BRAND A]?5-point, from never heard of it to know it well
How familiar are you with [BRAND B]?5-point, from never heard of it to know it wella 1 or 2 on either brand takes that person out.

The first brand: six statements

Six things a team can change, each on the same agree scale.

[BRAND A] makes [PRODUCTS] of good quality.5-point agree, optional
[BRAND A] is good value for what it costs.5-point agree, optionalvalue, not price; the pricier brand can still win here.
[BRAND A] does what it says it will do.5-point agree, optional
[BRAND A] is easy to deal with.5-point agree, optional
[BRAND A] offers something I cannot get from the others.5-point agree, optionala tie here means buyers could swap one brand for the other.
[BRAND A] understands people like me.5-point agree, optional

The second brand: the same six

Word for word the same as the first block, so each statement subtracts cleanly.

[BRAND B] makes [PRODUCTS] of good quality.5-point agree, optional
[BRAND B] is good value for what it costs.5-point agree, optional
[BRAND B] does what it says it will do.5-point agree, optional
[BRAND B] is easy to deal with.5-point agree, optional
[BRAND B] offers something I cannot get from the others.5-point agree, optional
[BRAND B] understands people like me.5-point agree, optional

Overall and first choice

Asked once both blocks are done. Whether your own buyers will stay with you is a brand loyalty survey.

[BRAND A] is a brand I think highly of.5-point agree, optional
[BRAND B] is a brand I think highly of.5-point agree, optional
If you were choosing one of these today, which would you go with?Choose oneset it beside the widest statement gap to see what drives it.
What is the main reason behind your choice?Open text, optionalthe reasons behind each choice; read them before any averages.

Sending it and reading the gaps

Send it to people who buy in your category, from your customer list or a research panel, and fill in the rival your buyers weigh you against. Run it before a relaunch or a price change, then again after it with the wording untouched.

Which brand comes first matters, because earlier questions color later answers.[1] To cancel the order effect, build the survey twice with the names swapped, send each version to half your list, and pool the answers by brand name.

For each statement, subtract each person's rating of the rival from their rating of you, then average the differences. The widest negative gap is your first job; when it is value, a price survey tests the price itself.

Subtract inside each person, then average. Start with the widest gap.

Brand perception survey FAQ

How do you measure brand perception?

Ask people who know your brand to rate it and one rival on the same short list of statements. The gap on each statement is the measure. To compare buyer groups, add a few customer profile questions such as age band and region.

Which brand attributes should a brand perception survey rate?

Ones a team can change: quality, value for the price, keeping promises, ease of dealing with you, something only you offer, and fit with the buyer. Swap one for an attribute your buyers mention often, in their words, and keep six.

How do you improve brand perception?

Start with the statement where the rival leads you by most and read the open answers from people who chose it. Fix that one thing, then run the survey again and watch the gap close; a share of wallet survey shows whether spending follows.

Michael Hodge, survey methodology · Updated 26 September 2026 · How templates are reviewed

Sources (1)

Pew Research Center. Writing Survey Questions: question order. pewresearch.org

Find the statement where your rival leads

Eighteen questions, about five minutes. Put in your brand and one rival, and it is ready to go out.

Use this template