SurveyMonkey is built to handle every use case and need. Explore our product to learn how SurveyMonkey can work for you.

Get data-driven insights from a global leader in online surveys.

Integrate with 100+ apps and plug-ins to get more done.

Build and customise online forms to collect info and payments.

Create better surveys and spot insights quickly with built-in AI.

Purpose-built solutions for all of your market research needs.


Measure customer satisfaction and loyalty for your business.

Learn what makes customers happy and turn them into advocates.

Get actionable insights to improve the user experience.

Collect contact information from prospects, invitees and more.

Easily collect and track RSVPs for your next event.

Find out what attendees want so that you can improve your next event.

Uncover insights to boost engagement and drive better results.

Get feedback from your attendees so you can run better meetings.

Use peer feedback to help improve employee performance.

Create better courses and improve teaching methods.

Learn how students rate the course material and its presentation.

Find out what your customers think about your new product ideas.


Best practices for using surveys and survey data

Our blog about surveys, tips for business and more.

Tutorials and how-to guides for using SurveyMonkey.

How top brands drive growth with SurveyMonkey.

Measure brand awareness: build brand power

How smart brands measure awareness, recall, and improve their brand power

Today, you’ll rarely find a company that’s the only one in its market.

Want a can of chicken noodle soup? If you go to your local grocery store, you’ll see at least 10 different soup brands, priced roughly the same, with roughly the same ingredients. What makes you choose one brand over the other? Is it the taste? Maybe. What about Pepsi and Coca-Cola?

If you’re involved in marketing, you know that your job is to make sure people are choosing your soup (or cola, or running shoes, or cable service…) no matter how similar it is to your competition’s product. But where do you start?

First, you need to figure out where you stand in terms of brand awareness. Brand awareness is the extent to which consumers are familiar with your product or service. Is your brand the first that comes to mind when someone wants to buy a laptop? When you know how visible (or invisible) you are to consumers, you can target your marketing efforts accordingly (so you can drive more traffic to your website or store).

When you’re writing a brand awareness survey, you want to take two measurements. The first is brand recall, which is your consumers’ ability to remember your brand without help. Because you need to get a true measure of how well consumers know your brand, you don’t want to bias them by presenting them with your company name right away. For example, if you really want to know how present your brand is in consumers’ minds, ask them unaided (no brand name help) questions like these:

  • How familiar are you with canned soup?
  • When you think of canned soup, what brands come to mind?

Your first question, “How familiar are you with canned soup?” can be a multiple-choice question with answer choices like these:

  • Extremely familiar
  • Very familiar
  • Moderately familiar
  • Slightly familiar
  • Not at all familiar

The second unaided brand recall question, “When you think of canned soup, what brands come to mind?” can be an open-ended question—meaning you should give your survey respondents a text box where they write in any brand they can think of (Progresso, Campbell’s, Amy’s, Healthy Choice, etc.).

Once you know if consumers have your brand in mind, the second measurement you should take is brand recognition (your consumers’ ability to recognize your brand among a list of alternatives). Use aided questions, in which you mention your brand, to measure how you stack up against your biggest competitors:

  • Have you heard of Progresso?
  • How familiar are you with Progresso?
  • Which of the following brands of canned soup have you heard of?
  • Which of the following brands of canned soup have you purchased?
  • Which of the following brands of canned soup do you currently have in your home?

But when you ask a brand recognition survey question like, “Which of the following brands of canned soup have you purchased?” how do you know which brands to present to consumers when you write out your answer choices? Do you remember the open-ended brand recall question, “When you think of canned soup, what brands come to mind?” Because your respondents already entered in the brands they’re familiar with, you’ve got the most popular brands (and most likely your biggest competitors) at your fingertips.

So your answer choices for your aided brand recall question, “Which of the following brands of canned soup have you heard of?” would be the following:

  • Progresso
  • Campbell’s
  • Amy’s
  • Healthy Choice
  • Other (Please specify)

Note that there’s an “Other (Please specify)” option at the end of the list. Part of writing a good survey is making sure you never force respondents to choose an answer that doesn’t reflect how they really feel. (And you want to make sure you haven’t overlooked any other relevant brands.)

Finding out how familiar or aware consumers are of your brand is only one part of the equation. If you want to assess your overall brand power, visit our Branding and Brand Identity resource page to learn how to run a brand attributes survey and access brand loyalty, brand equity, and brand awareness survey templates.

Brand Marketing Manager

Brand marketing managers can use this toolkit to understand their target audience, grow their brand and prove ROI.

See SurveyMonkey solutions for consumer products and services

The consumer products and services industry, including CPG, travel and hospitality, relies on SurveyMonkey insights to shape what’s next.

Explore SurveyMonkey solutions for Retail

See how SurveyMonkey helps retail companies to navigate evolving market trends, develop products that delight and build beloved brands.

See SurveyMonkey solutions for professional services firms

See how professional services organisations use SurveyMonkey to gain customer and market insights.