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.
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