Brand Image
Understand how your brand is perceived – from key attributes and overall impression to the decisive purchase criteria and free associations.
This template captures brand image across several layers: an attribute matrix measures agreement with key image dimensions, an overall impression question condenses the picture, a ranking reveals the criteria that truly drive purchase, and an open question surfaces spontaneous associations in your audience's own words.
When should you use this template?
This template is a great fit for:
- To assess the current perception of your brand
- Before a rebranding or repositioning
- To compare actual perception against your desired image
Every question in this template
- 1Matrix
To what extent do the following attributes apply to our brand?
Does not apply at all Rather does not apply Partly Rather applies Fully applies Innovative Trustworthy Modern Likeable High quality - 2Single choice
What is your overall impression of our brand?
- Very positive
- Rather positive
- Neutral
- Rather negative
- Very negative
- 3Ranking
Which attributes matter most to you when choosing a provider?
Please rank the attributes by importance – the most important one first.
- 1Innovativeness
- 2Trust and reliability
- 3Modernity
- 4Brand likeability
- 5Quality
- 6Value for money
- 4Single choice
How likely are you to recommend our brand to others?
- Very likely
- Somewhat likely
- Somewhat unlikely
- Very unlikely
- 5Long text
Which three words do you spontaneously associate with our brand?
Related survey templates
- Brand AwarenessMeasure how present your brand is in your target group's mind – from spontaneous recall to aided awareness within the competitive field.
- Price Sensitivity (Van Westendorp)Use the Van Westendorp method to determine the accepted price range of your product – through four targeted price questions from too cheap to too expensive.
- Conjoint Analysis: Product PreferencesUse a Choice-Based Conjoint analysis to learn which features and which price really drive purchase decisions – respondents repeatedly choose their preferred offer from realistic product combinations.
- Gabor-Granger Price TestThe classic pricing method: purchase intent at several price points yields a demand curve and the revenue-optimal price.
Frequently asked questions
How does brand image differ from brand awareness?
How many attributes should I ask about?
Start with this template
Load the template into DataLion, adapt it to your brand and start collecting responses — GDPR-compliant, in minutes.