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Corporate Client Awareness Questionnaire Survey about Who Will Win the Top Brand Value Awareness in “Daguan·the 3rd World Band Value Top 900”

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Corporate Client Awareness Questionnaire Survey about Who Will Win the Top Brand Value Awareness in “Daguan·the 3rd World Band Value Top 900”

November 14
23:13 2022

The Significance of Questionnaire Survey in Brand Value Building

Brands play an important role in today’s society, economy and culture and we are surrounded by a variety of brands. Classical brands are enduring and new brands are sprouting up. Our brand cognition has also gone through different stages, from the early theory of symbol to the new theory of brand equity, finally to the theory of brand relationships, which means that we are attempting to explain brand identity from different angles. In short,brand can be regarded as the sum of product value and its added value. Brand is an intangible asset of an enterprise. The theory of brand equity is of great importance to brand value evaluation.

Questionnaire survey is of great significance to brand value building and evaluation. Questionnaire survey is a scientific research method that is to collect data and information by setting up a series of relevant questions and then asking respondents to answer these questions truthfully. In brand building and evaluation, questionnaire survey is a very practical and effective method, which can scientifically evaluate a brand and provide positive guidance for brand construction and brand equity management by collecting customers’ information about brand awareness, emotion and attitude, etc.


Want a gift? Click on the link  and fill out the questionnaire. 

Why do we need questionnaire survey?

The difference between modern and traditional brand research is that the former is based on science. Our brand cognition is based on a large number of market facts. The intangible value of a brand can be shown in capital operation, corporate merger and acquisition and market performance of the product. In addition, brand experts have also proposed different theories and offered different indicators to measure different brands. Collecting basic data through questionnaire survey is conducive to scientific and rigorous analysis and improving the scientific nature of brand research.

The basic theory of brand and branding study has three perspectives: enterprise oriented, enterprise and customer oriented, customer oriented. The customer oriented brand equity theory proposed by Keller attaches great importance to consumers. His theory is based on such an idea: the ultimate brand value comes from consumers’ brand awareness, emotion and attitude. So, in many cases, the intangible value of a brand is much higher than its tangible value, which is called brand equity. From the perspective of consumers, brand equity value attaches great importance to the role of consumers in brand value.


Customer-based brand equity theory proposed by Keller is defined as different customer responses to brand marketing activities triggered by brand knowledge. There are three core points in the theory: brand knowledge, differences between different brands, and consumer responses to marketing activities. Brand equity comes from different customer responses, which come from brand knowledge and can be shown by different customer behaviors.

Brand knowledge is made up of brand awareness (including brand recall and brand recognition) and brand image (a series of unique and strong brand associations). Brand equity can be positive or negative. Compared with non-brand products, consumers will have positive or negative responses to brand products. The purpose of brand operation is to implant positive brand knowledge into consumers’ minds, make them remember a brand firmly, form a positive brand image, create strong, unique, positive brand associations, foster an emotional attitude of love and attachment, and build up positive brand equity.

Considering that consumers play an important role in forming brand value, a brand needs to occupy consumers’ minds in a certain way first, then form a certain kind of brand awareness and brand image. Finally, brand value can be accepted by consumers and a brand can have a premium price in the market performance and a voice in the capital market. Consumer brand questionnaire survey can collect intuitive data and information so that the intangible brand value can be displayed in a certain way.

 For example, in order to confirm a brand value, our researchers divided the testing consumers into two groups. One group was asked to taste the product without any hints of the brand, and another group was asked to taste the product after being told the brand name. Although consumers tasted the same products, they gave different responses. This test fully proves that brand shapes how consumers think and feel about a product and brand images make consumers respond differently to product features (taste, function, comfort level, etc). Through experiments and investigations, researchers can more effectively prove that consumers have different reactions to different brands by using the collected information and data feedback, and confirm the existence of customer-based brand value. So, questionnaire survey is of great significance to brand research. Therefore, brand questionnaire survey plays an important role in brand value evaluation.


Want a gift? Click on the link  and fill out the questionnaire.

What is the significance of questionnaire survey?

In the following paragraphs, we will analyze the significance of questionnaire survey from the perspective of brand equity,that is, what information we can get from a questionnaire survey. Brand equity is made up of the following elements: brand awareness, brand recognition, brand association and brand loyalty and other exclusive rights of brand equity. We can get these information about brand equity in the minds of consumers through questionnaire survey, so brand equity value can be reflected.

A market questionnaire survey can reflect brand awareness. Brand awareness is the degree of how much potential consumers know about or recognize a brand, i.e. the proportion of consumers who know the brand to the market consumers. Brand awareness can be also subdivided into four levels: unawareness of brand, aided awareness, unaided awareness and top of mind awareness. The more the latter, the higher the levels and the more the difficulty.


Aided awareness means a consumer knows a certain brand after a hint; Unaided awareness means a consumer can recall a certain brand from product categories without any hint; Top of mind awareness means a consumer can recall and speak out a brand when talking about a certain product category without any hint. Obviously, brands of top of mind awareness are generally leading brands or strong brands, and some brands even become the default representatives. For example, when we mention a tablet PC, we can immediately think of Apple’s iPad, which is top of mind awareness brand; When talking about color TV, we shall think of Changhong, Konka, Panasonic and other brands, which are unaided awareness brands; When talking about mobile phones, consumers usually say they know “Coolpad”when asked whether they hear of it, which is an aided awareness brand.

In the market questionnaire survey, we often have questions about brand awareness. We can know brand awareness among consumers by collecting some information about the degree of consumers’familiarity with the brand.

A market questionnaire survey can reflect brand recognition. Brand recognition means consumers’ overall impression of a brand and their cognition of brand quality, brand superiority under specific purposes.

Brand recognition reflects consumers’ evaluation of brand products’ performance, characteristics, and reputation, etc. Brand recognition is the reason for consumers to choose products and the basis for brand positioning.

Brand recognition has both depth and width, which can identify a specific brand and associate brand elements with product category, product purchase and consumer experience. Brand recognition depth refers to the possibility and difficulty of brand elements in people’s minds, while brand recognition width refers to the scope of brand purchase and brand use.      

For example, Tropicana, an American juice brand, used the advertising slogan “it’s not just for breakfast”in the juice industry events, which associated juice with dinning places except breakfast. Finally, it improved cognition width and solved the dilemma faced by the whole juice industry.

A market questionnaire survey can reflect brand association. Brand association refers to the sum of brand association and brand meaning when a brand is mentioned, mainly including product characteristics, brand personality and brand image. Brand association can be roughly divided into: brand attribute association, brand interest association and brand attitude.

Association is an important psychological phenomena and activity of mankind. Brand association is everything that is related to a brand in your memory. Brand association has a certain power and it is related to many factors such as advertising media and consumer experience. For example, as for Apple brand, we can have many associations: creativity, iPhone, excellent design and IOS system. We can use market surveys to find out all kinds of associations about brands. We can implant the needed associations into the minds of consumers by using some strategies to form the desired brand image.


For example, in the eyes of many consumers, Apple’s creativity is second to none and can produce positive effects. The new product launch in every spring and every autumn can attract attentions of many consumers who not only use Apple products, but also participate in various discussions, which is a kind of brand integration. Apple’s worldwide developers conference in every summer is a feast for software designers where software developers can have in-depth discussions on software systems, application ecology, etc. All these are the powerful effects produced by positive brand association.

In the process of brand building, we should also guide the effects produced by negative brand association. For example, the closure of Apple system is often complained by consumers. However, it may become a favorable defense through an effective transition. Because of the closure of Apple systems, its application equipment is relatively safer. Because Apple system does not provide a lower layer interface, it can help users avoid some serious consequences caused by incorrect operation. As for communication interconnection between different equipment, Apple’s airdrop can help them share all sorts of information quickly.

We can monitor consumers’ associations with brands and products by making the most of market survey. We can use positive associations to build a positive brand image, guide negative associations, and eliminate their adverse effects. All these measures can better shape the brand image, establish and accumulate brand equity.

A market questionnaire survey can reflect brand loyalty. Brand loyalty refers to the orientation of consumers’ preference for a certain brand when purchasing products, and their trust, habit or dependence on a brand. Brand loyalty is not only a process of consumption behavior, but also a psychological process of consumer decision-making. Brand loyalty is related to brand awareness, brand recognition and brand association, as well as product use experience. Brand loyalty can be divided into four types: cognitive loyalty, emotional loyalty, intentional loyalty and behavioral loyalty.


Generally speaking, excellent brands can successfully attract a large number of loyal consumers. Brand loyalty can be learned from consumers’ emotion, cognition and behavior towards a brand. As for brand loyalty, it can be divided into several levels: non-loyal buyers, habitual buyers, satisfied buyers, emotional buyers, and loyal buyers. The more the latter, the higher the loyalty. Habitual buyers buy products only because of their consumption habits and can be easily attracted by competitors. Satisfied buyers will spend time, adaptation and other costs to change brands. Emotional buyers have an emotional bond with a brand. Loyal buyers are loyal to a brand in their hearts and are also proud of it.

We can learn brand loyalty of consumers from questions about brand loyalty. In addition, we can analyze the brand loyalty difference between different consumer groups based on their ethnic group, cultural background, age, income and so on.So,we can understand expectations of different consumers and provide positive strategies and suggestions for brand value management.

Based on what we have discussed above, we can understand the important role of market survey in brand value, obtain important information about various brand equity elements by using questionnaire survey, know consumers’ cognition, emotion and attitude towards a brand so that we can take positive measures to build brand and brand value.

Since the end of 2019, the world has been mercilessly impacted and swept by COVID-19 and the global economy has experienced a qualitative test,causing the aviation, restaurants, travel and tourism industry to change dramatically. Rapid industry reshuffle and strong elimination have been beyond prediction of many economists.

Economy activities especially in West Europe, North America and East Asia have caused problems in the global supply chain due to the spread of COVID-19 epidemic, which seriously impact the operation revenue. In the middle of a lot of wailing, we are still glad to see that the world’s brand enterprises are always at the head of the tide of the times with national and social responsibility on their shoulders. With its enduring brand innovation characteristics, brand value economy leads the rapid transformation and breakthrough of the economies of various countries and lights up the hope and dawn of “tomorrow will be better” for all the people.

(Daguan·Keweiwei) brand value evaluation took the lead in promoting the international academic authoritative evaluation standard of China brand value. After years of practical testing, this standard has been approved by the Copyright Administration of the People’s Republic of China and “China Brand Value Evaluation Standard” has got the copyright protection from the National Copyright Administration of the People’s Republic of China.

Based on this standard, the evaluator selects from the shortlisted brands whose financial information is disclosed, and then invites experts and scholars to score the brands, comprehensively evaluates the brand strength, conducts a fair, just and objective value evaluation of all the shortlisted brands, and uses the excess income method to measure the brand value, and compiles“the World Brand Value Top 900”.

Brand value evaluation standard of“Daguan·the World Brand Value Top 900” adheres to the principles of business sustainable operation, economic value, expected profits, financial performance and timeliness. It conducts a multi-dimensional and detailed data collection and analysis research based on public information and capital market information in the latest four years and before, as well as consumer investigation and research data. It gives back to the world’s attention and influence on the ranking based on China brand value evaluation standard with a scientific, internationalized and fair brand value standard.

In addition to inspection of 7 dimensions including brand leadership, product and service quality, innovation capabilities, legal rights, brand building, social responsibility, and financial performance, the brand value evaluation system of “Daguan·the World Brand Value Top 900”also focuses on high-level leaders’ governance, market value, stock price performance, the number of shares to be issued, the attractiveness of market capital, public opinion, and other factors that have a great impact on the listed companies. Consisting of 10 dimensions, 37 categories and more than 100 elements, the entire evaluation system has established a complete index system suitable for evaluating listed companies and thereby guarantees a comprehensive and cautious evaluation of the brand.

Based on “China Brand Value Evaluation Standard”, Daguan ·Keweiwei successfully released “the 6th China Brand Value Top 100”and “the 1st World Brand Value Top 900” in 2021, and“the 7th China Brand Value Top 100”and“the 2nd World Brand Value Top 900”in 2022, which have been widely reported by the mainstream media at home and abroad. It spreads Chinese enterprise brands to win the recognition of domestic and foreign markets, and helps Chinese brands thrive and develop.


Want a gift? Click on the link  and fill out the questionnaire.  

After nearly a year of brand tracking, financial analysis and demonstration by brand experts and researchers of “Daguan·Keweiwei”, the list of 2,000 enterprises candidates for “Daguan·the 8th China Brand Value Top 100”and “Daguan·the 3rd World Brand Value Top 900” has come out. In order to reflect fairness and market recognition, we welcome people from brand industry, business leaders, brand lovers, vast consumers to fill out the questionnaire about these brands carefully, and choose your favorite brands.

Media Contact
Company Name: Beijing Daguan Advertising Co., Ltd.
Contact Person: Song Junchi
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Country: China