Brand Tracking Survey
Brands that skip tracking data make major decisions blind to how the market actually sees them. Collect awareness, perception, and favorability ratings from your target audience on a recurring schedule.
Marketing teams that only measure brand health around campaigns have no baseline for how brand perception shifts between them. Brands without an ongoing perception data make positioning and investment decisions in the dark. Typeform's brand tracking survey gives marketing teams a structured, recurring way to measure brand awareness, perception, and favorability.
‍
The survey captures aided and unaided brand awareness, brand associations, net favorability, consideration intent, and competitive awareness. Questions appear one at a time, so respondents evaluate each brand dimension individually without the influence of adjacent questions. Conditional logic adapts the survey based on whether a respondent has heard of the brand before. Familiar respondents answer questions about brand associations and favorability, while unfamiliar respondents answer about category awareness and competitors.
‍
Customize the brand name, competitor set, association list, and tracking interval to match your specific market and brand priorities. Share it with your target audience via email panel or targeted social ads on a consistent quarterly schedule. Responses feed into Google Sheets via Zapier so your team tracks awareness, favorability, and association scores wave over wave. The brands that get positioning right aren't guessing at how the market sees them. They already know.
‍
A brand tracking survey measures brand awareness, favorability, and associations among a target audience on a recurring schedule. It captures aided and unaided brand awareness, brand association scores, net favorability, consideration intent, and competitive set awareness. Marketing teams that run brand tracking surveys regularly know how brand perception shifts between campaigns, not just during them.
Brand perception shifts in response to competitor activity, news cycles, and cultural changes the brand didn't initiate. Brands that discover shifts through declining sales are already too far behind to respond proactively. A brand tracking survey makes those shifts visible early enough to act on them.
Track what shapes brand health:
- Whether respondents recall your brand without being prompted
- Whether respondents recognize your brand when shown the name or logo
- Which words and qualities respondents associate with your brand
- Overall brand favorability and likelihood to consider purchasing
- How your brand compares to named competitors in favorability and awareness
Run brand tracking surveys quarterly for most markets, or bi-annually in stable categories where brand perception shifts slowly. Keep the core question set identical across waves so results reflect actual brand shifts rather than survey design changes. Add context-specific questions each wave to capture reactions to recent campaigns or news events without disrupting the baseline comparison.
Include a competitive section asking respondents to rate your brand and two to three competitors on awareness and favorability. Tracking these scores across waves shows whether your brand is gaining or losing ground relative to competitors. That distinction changes which problem you're solving and where the brand investment should go.
‍
Get inspired by relevant templates and categories
3200+ Templates, 300+ Integrations
Bank Reference Form
A reference request faxed to a bank branch and left sitting in a queue for weeks isn't the kind of turnaround a landlord or business can wait on. Collect the applicant's signed authorization and the specific details you need confirmed before the request even reaches the bank, so a decision isn't stuck behind a letter that hasn't come back yet.
View template
Bar Inventory Form
A bottle count eyeballed at the end of a shift and scrawled on a paper sheet doesn't hold up against a pour cost report that says something doesn't add up. Collect what your bar actually needs, item, count, and variance, on a schedule you can actually compare week to week.
View template
Equipment Inventory Form
Equipment that leaves a storage room in someone's arms, with no note about where it went, doesn't show up again until someone needs it and can't find it. Collect what your team actually needs, item details, condition, and who's got it, every time something moves.
View template
Maintenance Agreement Form
A maintenance plan agreed to over the phone isn't a contract your service team can actually work from, especially when nobody's sure whether the twice-a-year tune-up was part of the deal. Collect the equipment covered, service frequency, and a signed agreement before the first visit, so your team isn't guessing at scope once they're on-site.
View template
Incentive Claim Form
A rebate claim mailed in with a stapled stack of receipts isn't the kind of paperwork that gets processed quickly, especially when a required serial number turns out to be missing from page three. Collect proof of purchase, product details, and participant information upfront, so a claim doesn't bounce back for a missing document weeks later.
View template
Threat Assessment Form
A concerning comment that gets passed from a teacher to a counselor to whoever's free that period loses detail with every retelling. Collect what your team actually needs, what was observed or reported, who was involved, and when, before an important detail gets dropped along the way.
View template
With Typeform, you can 
customize everything
Change text, colors, and even logos to match the look and feel of your brand. Then embed forms smoothly onto web and email.
Make forms feel effortless to fill out. Pace questions, call people by their name, and adapt the flow based on the data they share.
Stay efficient by connecting forms to your workflow. Typeform integrates with 300+ tools including Slack, Zapier, and HubSpot.
