Brand Diagnostic Study. A full brand equity audit — not just a recall check.
The Brand Diagnostic goes beyond awareness. It measures brand associations in depth, competitive strengths and weaknesses by attribute, the drivers of loyalty and advocacy, and where your brand sits on the equity ladder — from awareness through trust and preference. For brand teams who need more than a top-line awareness number.
Brand equity dimensions
How does your brand score across the core equity dimensions — awareness, quality perception, brand associations, loyalty, and advocacy? Which dimensions are strong and which are dragging overall equity down?
Attribute-level perception
Detailed ratings across 15–20 brand attributes (trustworthy, innovative, good value, premium, reliable, modern, etc.) versus direct competitors. Shows exactly which attributes you own and which belong to competitors.
Competitive strengths and weaknesses
Attribute gap analysis: where you outperform and where you fall behind. The competitive attribute map is the most actionable output of a full brand diagnostic.
Loyalty drivers
Which brand attributes are most predictive of purchase intent and recommendation? Not all attributes matter equally — the diagnostic identifies which ones to invest in.
Advocacy behavior
Has the respondent recommended your brand to someone else? What drove that recommendation? What would make them more likely to recommend?
How it works
Set your audience.
Category buyers in your target geography — same screener logic as a brand awareness study. For a full competitive diagnostic, consider a broader category definition than your specific product to capture consideration-stage consumers.
Launch the study.
The Brand Diagnostic template includes the awareness funnel, attribute rating battery, competitive gap analysis, loyalty driver questions, and advocacy questions. Customize the brand set and attributes for your category.
Collect responses.
Panel delivers within 48 hours. A brand diagnostic typically requires 400–500 respondents for the subgroup analyses (by awareness level, by competitor usage) to be reliable.
Read your results.
Equity dimension scores, attribute heatmap vs. competitors, loyalty driver correlation, advocacy rate and barrier analysis.
Launch your brand diagnostic → [Start free — no credit card required]
Simple pricing. No surprise invoices.
Common questions
What's the difference between a brand diagnostic and a brand awareness survey?
A brand awareness survey measures whether consumers know your brand. A brand diagnostic measures what they think of it, why they'd choose it, which attributes they associate with it, and how loyal they are. Awareness is the first step on the equity ladder; the diagnostic measures the full ladder.
How often should I run a brand diagnostic?
Annual is the standard cadence. A full brand diagnostic is an intensive study — 400–500 respondents, 15–20 attribute questions, multiple competitive comparisons. It's designed to be the annual deep-read, complemented by lighter quarterly brand tracking waves that measure the key indicators between diagnostic studies.
How many competitors should I include?
2–3 direct competitors is the practical limit for a brand diagnostic. Each competitor adds a column to the attribute grid — above 3 competitors, the survey becomes too long and response quality degrades. Choose the 2–3 competitors that matter most to your positioning decision.
Can I use this to prepare for a rebrand?
Yes. The brand diagnostic is one of the most valuable inputs for a repositioning decision — it tells you which associations the current brand owns (and shouldn't lose), which attributes are underperforming (and should be addressed), and what consumers value most in the category. Run the diagnostic before the rebrand brief and after launch to measure the equity shift.