Free Brand Equity Assessment
Score salience, perceived quality, associations, differentiation and loyalty on one scale — the AI report turns the brand pyramid into the two pillars that are quietly costing you pricing power.
Quick answer
Brand equity is the value the name adds beyond the functional offer. This assessment measures five pillars — salience, perceived quality, associations, differentiation and loyalty — rated 1–5 by customers and, separately, by your own team. The AI report publishes a weighted equity index, the customer-versus-internal gap per pillar, and the single weakest pillar most likely to explain discounting and lost tenders.
About this template
Awareness campaigns get funded because awareness is easy to count. Pricing power is harder to count, so it gets blamed on "the market". This assessment gives the intangible a scoreable structure: five pillars with anchored definitions, a weighting you set once per category, and one open question that captures why people actually chose you. Because customers and insiders rate independently, the report reveals the classic brand failure — a differentiation story the internal team believes and the market never received.
Run it as a pre-rebrand baseline, at acquisition diligence when a brand is part of what you are buying, or quarterly alongside the Brand Awareness Survey when you want recall numbers next to equity numbers. If your question is which agency partner fits your brand rather than how strong the brand is, use the Agency Brand-Fit Quiz.
Live Preview
Sample form and AI report preview (fillable once the app is published).
What's Included
Everything you need to score the brand.
Five scored pillars
Salience, perceived quality, associations, differentiation, loyalty — 1–5 with anchors.
Adjustable weighting
Loyalty matters more in subscriptions, differentiation in commodity categories.
Perception gap table
Customer vs internal score per pillar, sorted by the largest delta.
Verbatim themes
AI clusters "why we chose you" answers into the associations you actually hold.
How It Works
From copy to brand baseline in four steps.
Copy the template
Import the form, pillars and scoring into your workspace — free.
Collect both rater groups
Customers rate perception; your team rates the strategy, independently.
Add pricing context
One question on why they chose you, or why they accepted less elsewhere.
Read the pillar gap
Pick one pillar per quarter from the AI report, then re-measure.
Who Is This For
Pick your role — see how it fits your workflow.
Brand managers
Defend brand budget with an index that moves, not just reach metrics.
Agencies at onboarding
Baseline the brand before a rebrand brief so the change can be measured.
Founders & M&A teams
Check whether the acquired name carries equity or merely recognition.
Key Features
What makes this template work as a professional deliverable.
- Five-pillar equity structure with written 1–5 anchors
- Per-pillar weighting you set once per category
- Customer and internal rater views kept separate, never blended
- AI-clustering of verbatims into real brand associations
- Printable equity-index PDF for board and brand reviews
- Quarterly re-run with trend comparison per pillar
- QR to an AI consultant on positioning and brand measurement
- Free to copy, customize and rebrand
Sample Questions Inside
A preview of real questions — the full version adds scoring and a personalized report per respondent.
- Salience: when you need this category, is this brand the first name that comes to mind? (1–5)
- Perceived quality: would you expect this to cost more than the category average, and why? (1–5 + open)
- Associations: which three words do you link to this brand? (three open fields)
- Differentiation: what can this brand do that the nearest alternative cannot credibly claim? (1–5 + open)
- Loyalty: would you notice if it disappeared from the shelf or the search result? (1–5)
- Premium: would you pay 10% more for this than the alternative? (yes / no / unsure)
- How did you first hear about us, and what made you stay? (open)