Question

Topic: Branding

Survey Questions To Ask About Sub Brands

Posted by petek on 5/29/2015 at 4:08 PM ET 125 Points
We are conducting global brand surveys B to B and I have a dilemma. Our primary brand, call it brand A, ranges across different industry segments and possesses a strong brand name in many of these segments.

Here is where the dilemma comes in...

We also have sub brand, call it brand B, which falls directly under this primary brand, and actually may have stronger brand recognition than our primary brand in certain segments.

How do I ask these customers which brand is more recognizable without coming out and asking it directly, as it could sway their response?

Any advice on this would be greatly helpful.
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RESPONSES

  • Posted by petek on 5/29/2015 at 4:25 PM Author
    Randall, the sales and management team both deem this as an issue because the customers refer to the sub brand more so than they do the primary brand in 2 specific industry segments. If we gather the external data that shows this is in fact the case, we may alter our brand strategy in these particular segments.

    I am just struggling on how the question should be posed in the survey to ensure we gather the best data to assist us in this particular situation.
  • Posted by mgoodman on 5/29/2015 at 5:49 PM Accepted
    Answering this question will require a bit more information. For example, who will you recruit as respondents? Based on what you've said, the result could be different based on who you ask.

    What I would suggest is that you hire a market research professional for just an hour or two of consultation. That individual will know the right questions to ask you, and the best way to structure the research to get a useful answer. If you need a referral, let me know.
  • Posted by Gary Bloomer on 5/29/2015 at 6:12 PM Accepted
    You do NOT have a dilemma: you have a choice. A dilemma is two or more outcomes, each of which is equally disagreeable. Simply ask customers which brand they prefer and be done with it.
  • Posted by Shelley Ryan on 6/15/2015 at 7:19 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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