Brand Trends

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Brand Trend Survey Questions & Research

Monitoring industry brand trends can mean the difference between staying on top of your audience’s needs and falling behind your competitors. Conducting robust brand surveys is one of the best ways to monitor how your organization performs over time to ensure that your company is building positive brand equity.  

View brand performance over time at the intervals you define with Harris Brand Platform.

What is a Brand Perception Survey?

Brand perception surveys illustrate brand trends and show how your audience, stakeholders, and employees perceive your company. These surveys are composed of a series of questions that gauge how your audience interacts with your services and how those interactions compare to the competition.

Brand surveys are a great way to evaluate how consumers react to your marketing efforts. This boosts brand intelligence and helps you determine how much brand momentum is behind your company so you can capitalize on it.

Setting Up a Brand Perception Survey

Creating a brand survey is simple, but you should be aware of a few strategies before getting started.

As you design a brand perception survey, it’s crucial to ask the right questions. Focus your questions on four key areas of interest: cognitive, emotional, language, and action.

Each area covers a different piece of your overall identity. Questions should start open-ended and then transition to list-style questions and questions with an interactive positive-to-negative scale to best capture your audiences’ thoughts.

Cognitive

These questions focus on your consumers’ positive and negative brand connotations.

Emotional

Emotional questions gauge consumers’ feelings toward your brand.

Language

A look at how your audience digests and internalizes your business and its marketing efforts.

Action

An assessment of how positively consumers view interactions with your business.

The Three Best Brand Perception Survey Questions

While a variety of questions may appear on brand surveys, industry thought leaders recommend always including the three questions below to capture your brand perception:

  • How does this brand make you feel?
  • Would you recommend this brand?
  • In the past 12 months, where have you read, seen, or heard about this brand?

These questions are designed to paint a full picture of your brand’s perception. With these three questions, you’ll be able to understand the cognitive associations of your organization, the emotional impact, how the language your stakeholders use affects your audience, and the tangible or intangible experiences your audience has with your business.

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 2022/01/lululemon-logo.png
 2022/01/Clorox-Logo.jpeg
 2022/01/Draft-Kings-Logo.png
 2022/01/Jersey_Mikes_logo.svg.png
 2022/01/Blue-Apron-Logo.png
 2022/01/Post_Holdings_logo.png
 2022/01/opentable-logo.png
 2022/01/StubHub-Logo.png
 2022/01/1200px-Hertz-Logo.svg.png
 2022/01/Sony-Logo-1957-1961.png
 2022/01/1200px-Mastercard_2019_logo.svg.png
 2022/01/USA-Today-logo-e1642026116422.png
 2022/01/Holiday_Inn_Logo.png
 /2022/02/Chime_company_logo-01.svg
 2022/01/mars-logo-2.jpeg
 2022/01/Lowes-Logo.png
 /2022/02/Skillshare-Logo-Updated-01.svg
Susan G Komen logo
 2022/04/monster-com-logo-final-01.png
 2022/04/harrys-revised-01.png
 2022/04/unicef-logo-revised-01.png
 2022/04/citizen-watch-revised-01.png

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