Brand Tracking Survey

Brand Tracking Survey

This is a brand tracking survey that Steinlager beer might use. You

will see where you can insert your own product category and brand name.

Notice how the questions go from broad to specific. Keep that format

if you add your own questions. Keep all of these questions! Be aware

that in some situations, brand tracking may be concerned with which

products the brand reminds consumers of (when the brand is on multiple

products), instead of which brands the product reminds people of (as

we do here). Parts of this survey come from:

Keller, Kevin Lane (1998), Strategic Brand Management: Building,

Measuring, and Managing Brand Equity, New Jersey: Prentice Hall,

p382-383.

You would conduct this kind of survey by telephone or in person. The

interviewer can complete the questionnaire[1]. Alternatively, give

respondents a printed copy to complete, but save any pages that

mention the target brand until they have completed the first part.

Always begin with an introduction that tells who you are, what you are

doing and what you will ask them to do. Use one like the one provided

here.

Introduction Information for Participants

“I am conducting a short interview on consumer opinions about certain

products. This is part of my study about brands at the Waikato

Management School. I’m in Dr Carolyn Costley’s class on Brand

Strategy. The questions will take about ten minutes. You do not have

to answer them. If you do, I will combine your res...