Free Brand Perception Survey Template

Quick answer

Measures awareness and image in one form: unprompted and prompted brand recall, advertising channels seen, five attribute ratings, purchase likelihood and the main alternative respondents would switch to.

💡

About this template

Brand strategy fails when the market sees something different from what the brief intended. This questionnaire covers both halves: unprompted recall (which brands come to mind in the category), prompted awareness (heard of, familiar with), where advertising was seen, five attribute statements — innovative, trustworthy, good value, high quality, socially responsible — purchase likelihood, usage frequency, encounter channels, the main alternative respondents would switch to and an open impression box. Marketing and insights teams get the image in the market's words, and can compare it against the intended positioning offline.

📦

What's Included

Everything you need to run this template.

1

Unprompted recall

Which brands come to mind first in the category.

2

Prompted awareness

Heard-of and familiar-with lists, plus where advertising was seen.

3

Attribute ratings

Innovative, trustworthy, value, quality, responsibility — and the main alternative.

4

Open impression space

What the brand reminds them of, in their own words.

🧭

How It Works

From copy to deliverable in four steps.

1

Use this template

Copy the brand survey into your FormLM workspace — free.

2

Set your attributes

Replace the sample traits with the ones your positioning claims.

3

Split your audience

Send separate links to customers and non-customers to compare views.

4

Map the gap

Read responses side by side to see where perception drifts from intent.

👥

Who Is This For

Pick your role — see how it fits your workflow.

1

Brand managers

Quantify positioning before and after a campaign year.

2

Market researchers

Run perception panels for clients with comparable data per wave.

3

Founders of rebrands

Check whether the new identity is landing as intended.

⭐

Key Features

What makes this template work as a professional deliverable.

Attribute rating scale
Unprompted association question
Competitor comparison items
Customer vs prospect split
Customizable attribute list
1-click copy to workspace

📝

Sample Questions Inside

A preview of real questions — the full version lets you customize every field.

Which brands come to mind when you think of this product category? (open)
Which of the following brands have you heard of? (multi-select)
Which of the following brands are you familiar with? (multi-select)
On which channels have you seen brand advertising recently? (multi-select)
The brand feels innovative (choice)
The brand is trustworthy (choice)

❓

Frequently Asked Questions

Is this the same as a brand awareness survey?

It is both sides in one form: unprompted and prompted awareness at the top, then attribute ratings, purchase likelihood and the main alternative, so you get recognition and image from one send.

How many respondents do I need?

For clean attribute comparisons, 100+ per audience segment is a practical starting point; small samples still surface directional gaps.

Should I survey only customers?

No — non-customers who have seen the brand are the better test of whether your positioning works in the wider market.

Can I track the result year over year?

Yes. Keep the attribute list identical between waves and copy a new form per wave to compare.

Is it free to reuse?

Yes. Copy it into your workspace for each brand or each study wave.

What do I do with the gap findings?

Feed the largest perception gaps into messaging and creative briefs, then re-measure next wave to see if it moved.

🔗

Related templates in this category

Service CSAT Survey Customer NPS Survey Customer Effort Score Survey Product-Market Fit Survey UX Persona Research Form Subscription Retention Survey