Know-How Exchange : Branding

In general, you'll want to put together a set of statements that you think describe the benefits associated with your brand or the competition, e.g., "I like Brand X because it is innovative and I like to be the first to try new things on the market", or "I choose Brand Y because I like to save money". You can ask the respondent to rate your brand as well as those of the competition on a 5-point agreement scale so that you can see which attributes place each brand at an advantage and how each contributes to the brand perception as a whole.

You may want to hire a consultant to help you nail down the statements in the best way with the most appropriate methodology, given your industry and brand attributes. Someone well-qualified can help you to minimize bias in a number of ways so that you can achieve results that are most reflective of accurate perceptions in the marketplace.

Good luck!!

Start with:
What do you like about our product/service?
What don't you like about our product/service?
Move to:
If you had a chance to change ONE thing about our product/service, what would that be?
Consider this:
If our products will disappear tomorrow, which brand will you buy?
Are you satisfied with the price point of our products? if not, why?

You will get a lot of input from these.
But the thing you want to know the most is:
Do you love our brand?