--- generated_by: surveylegend-page-markdown title: B2B Brand Tracking Survey | SurveyLegend description: Track category awareness, supplier consideration and perceived buying criteria among business buyers. Adapt seven B2B brand questions in SurveyLegend. canonical: https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/b2b-brand-tracking-template/ --- # B2B Brand Tracking Survey Template This B2B brand tracking survey asks relevant business buyers what suppliers they recall, which they would consider, and how brand perceptions sit beside price and delivery needs. [Try this template ](https://app.surveylegend.com/register/)[Preview template](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/b2b-brand-tracking-template/#try-template) Preview on a device Show the desktop survey layout Show the tablet survey layout Show the mobile survey layout ![](https://www.surveylegend.com/survey-template-media/demo-backgrounds/b2b-brand-tracking-template-background.avif) **SurveyLegend** 1 / 7 B2B Brand Tracking Survey Which best describes your involvement in purchasing this category? Final decision-maker Recommends or evaluates suppliers Uses the purchased product +3 more answer choices Next → B2B Brand Tracking Survey [Preview](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/b2b-brand-tracking-template/#try-template) Share [Facebook ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fdesign-branding-picture-surveys%2Fb2b-brand-tracking-template%2F)[LinkedIn ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fdesign-branding-picture-surveys%2Fb2b-brand-tracking-template%2F)[X ](https://x.com/intent/tweet?url=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fdesign-branding-picture-surveys%2Fb2b-brand-tracking-template%2F\&text=B2B%20Brand%20Tracking%20Survey%20Template)[Reddit](https://www.reddit.com/submit?url=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fdesign-branding-picture-surveys%2Fb2b-brand-tracking-template%2F\&title=B2B%20Brand%20Tracking%20Survey%20Template) This B2B brand tracking survey asks relevant business buyers what suppliers they recall, which they would consider, and how brand perceptions sit beside price and delivery needs. A recognizable supplier name may still be absent from a buyer's shortlist. SurveyLegend helps marketing teams ask the same category-specific questions at regular intervals and learn where recognition stops short of consideration. ## When to use this template Use this with people involved in buying one defined product or service for an organization. Field the same core items at repeat waves and track who answered. For a broad consumer introduction, see the [brand awareness ](https://www.surveylegend.com/survey-examples-templates/brand-awareness-survey-template/)template. Avoid presenting convenience responses as a representative market estimate. **Create your b2b brand tracking survey in SurveyLegend** A recognizable supplier name may still be absent from a buyer's shortlist. SurveyLegend helps marketing teams ask the same category-specific questions at regular intervals and learn where recognition stops short of consideration. ## 7 b2b brand tracking survey questions Think about suppliers for the product or service category named by the organizer. Do not share confidential purchase plans or identify your employer. Skip questions outside your role. Try the survey ## A little feedback. A clearer picture. Explore this 7-question example at your own pace. Every question is optional. Preview on a device Show the survey at full desktop width Resize the survey to a tablet-width preview Resize the survey to a mobile preview with scrolling inside the frame Choose a look Use Classic: a white survey card over the background photo Use Light: dark text over a light tint covering the background photo Use Dark: light text over a dark tint covering the background photo SurveyLegend demo Question 1 of 7 ### B2B Brand Tracking Survey 01 Which best describes your involvement in purchasing this category? Choose one answer, or skip this question. Final decision-maker Recommends or evaluates suppliers Uses the purchased product Influences requirements Not involved Prefer not to say 02 Which suppliers in this category come to mind first? Share your answer, or skip this question. 03 Before seeing this survey, how familiar were you with \[named supplier]? Choose one answer, or skip this question. Very familiar Somewhat familiar Have heard the name only Not familiar Not sure 04 Would you include \[named supplier] on a shortlist for a future relevant purchase? Choose one answer, or skip this question. Definitely Probably Unsure Probably not Definitely not Not involved in shortlisting 05 Which factor would carry the most weight in an initial supplier review? Choose one answer, or skip this question. Fit to requirements Price Delivery reliability Service and support Track record Integration or compatibility Another factor Not sure 06 How would you describe \[named supplier] against your category needs? Choose one answer, or skip this question. Clearly suitable Possibly suitable Unsure Possibly unsuitable Clearly unsuitable I know too little to judge 07 What information would you need before considering \[named supplier] further? Share your answer, or skip this question. #### One last look Review your answers before submitting this demo. 0 answered #### Thank you for trying the survey! You’ve tried the template from the respondent’s side. Make it your own with SurveyLegend. [Create your own survey](https://www.surveylegend.com/register/) Checking submission availability… This is a demo. We count starts and submissions only. Your answers stay in your browser and are never sent or saved. **—**Starts **—**Submissions Activity is temporarily unavailable. ## Customize your b2b brand tracking survey Replace the bracketed supplier and category labels consistently in the introduction, questions and prompt. Keep unaided recall before the named-brand question. Use the same buyer-role screen, sample approach and wording in later waves. For tracking the same respondents over time, read the [panel survey ](https://www.surveylegend.com/types-of-surveys/panel/)explanation before planning consent and follow-up. ## Printable b2b brand tracking survey Use the same seven optional questions in a trade-event interview or paper intercept. Keep the open unaided recall item before displaying the named supplier; collect and review paper answers separately from the online set. ![First page of the printable B2B Brand Tracking Survey Template with questions and answer spaces](https://www.surveylegend.com/survey-template-media/pdf-previews/b2b-brand-tracking-template-pdf-preview.avif) [![](https://www.surveylegend.com/user-guide-media/icons/download-pdf.svg) Download B2B Brand Tracking Survey Template (PDF)](https://www.surveylegend.com/downloads/survey-templates/b2b-brand-tracking-survey-template.pdf) Export b2b brand tracking survey as PDF ## Create your b2b brand tracking survey with AI Copy this prompt into an AI assistant to draft the questions. Review the draft, then build and customize the survey in SurveyLegend before sharing. Create your b2b brand tracking survey with AI [](https://www.surveylegend.com/register/) Copy the prompt into an AI assistant to draft the questions, then build your survey in SurveyLegend. Already have an account? [Sign in](https://app.surveylegend.com/login/) to create your b2b brand tracking survey. ## How to use the answers Separate respondents with purchasing influence from others. Report recall, familiarity and shortlist consideration as separate descriptive proportions with their denominators. Compare like-for-like waves only, account for changes in respondent mix and field dates, and avoid claiming campaign causality from this survey alone. Bendixen, Bukasa and Abratt used a conjoint experiment with industrial purchasing decision-unit members in South Africa. Their university-hosted abstract reports that “price and delivery were more important” than brand in that setting. This motivates including concrete purchasing criteria alongside brand consideration; it does not supply a universal weighting or validate this original seven-item tracker. Source: [Bendixen et al. (2004) ](https://scholars.nova.edu/en/publications/brand-equity-in-the-business-to-business-market-3/). ## Frequently asked questions ### What should stay the same between waves? Retain the category definition, order of unaided and aided questions, buyer-role options, and core wording; log any necessary changes. ### Is supplier awareness the same as preference? No. Recall, familiarity, consideration and perceived fit answer different questions; report them separately. ### Can this prove an ad campaign worked? No. A trend may coincide with a campaign, but sample differences and other market changes need consideration. Design, Branding and Picture Survey Templates 1. [![Preview of the Logo Design Survey Template](https://www.surveylegend.com/survey-template-media/previews/template-logo-design-survey-template-survey-preview.avif) Logo Design Questionnaire Template Design & branding Our mobile-ready surveys look gorgeous on any device! 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Eight questions explore the message, its relevance, its credibility, and the next step the ad suggests. Add your creative to the questionnaire in SurveyLegend, then ask people from the intended audience to respond in their own words.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/ad-copy-testing-template/) 5. [![Preview of the Advertising Survey Form demo showing its first question and response field](https://www.surveylegend.com/survey-template-media/previews/advertising-form-demo-preview.avif) Advertising Survey Form Template Design & branding Use this advertising survey form template to collect the information you need before planning a client's campaign. The eight fields cover the offer, audience, objective, channels, budget planning, and success criteria. 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[![Preview of the Concept Testing Survey demo showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/concept-testing-template-preview.avif) Concept Testing Survey Template Design & branding Use this concept testing survey template to learn whether people understand a proposed idea and see a useful role for it. The questionnaire covers comprehension, relevance, current alternatives, and unanswered questions. Adapt it in SurveyLegend before investing in a product or service that your audience may interpret differently than you expect.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/concept-testing-template/) 8. [![Preview of the Logo Testing Survey Template demo showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/logo-testing-template-preview.avif) Logo Testing Survey Template Design & branding A design team knows what a logo is meant to communicate. Customers may see something else. Start with their own descriptions, then ask about specific qualities so your explanation does not supply the answer.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/logo-testing-template/) 9. [![Preview of the Name Testing Survey Template demo showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/name-testing-template-preview.avif) Name Testing Survey Template Design & branding A name can sound right in a meeting and mean something very different to a customer. Collect an unprompted reaction before explaining the product. That sequence helps you see what the name communicates on its own.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/name-testing-template/) 10. [![Preview of the Package Testing Survey Template demo showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/package-testing-template-preview.avif) Package Testing Survey Template Design & branding Good-looking packaging still has a job to do: help people understand the product. Start with what a person can identify from the mockup, then explore visual appeal and missing information.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/package-testing-template/) 11. 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[![Preview of the Brand Personality Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/brand-personality-template-preview.avif) Brand Personality Survey Template Design & branding Use this template with people who know the named brand through a recent product, service or communication touchpoint. It narrows the task to traits and consistency. For wider associations, experiences and information gaps, use the brand perception template.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/brand-personality-template/) 13. [![Preview of the Category Awareness Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/category-awareness-template-preview.avif) Category Awareness Survey Template Design & branding The demo uses meal-kit delivery as a category, not a particular company. First, respondents describe how they would get ingredients and instructions for a weeknight dinner. Only then does the survey introduce “meal-kit delivery.” That order separates unaided solution routes from aided term recognition. In two category-structure studies, Nedungadi, Chattopadhyay and Muthukrishnan (2001) found that supplying structure affected recall and memory-based choice; their abstract says “provision of structure increases brand recall.” Read the university abstract. The studies did not validate this SurveyLegend questionnaire or show that a seven-item category survey predicts demand. Their result is a reason to record the respondent's unprompted view before supplying a category label.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/category-awareness-template/) 14. [![Preview of the Competitive Differentiation Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/competitive-differentiation-template-preview.avif) Competitive Differentiation Survey Template Design & branding A claimed advantage may not be a difference buyers recognize. SurveyLegend helps a product or marketing team separate familiarity with alternatives from the attributes people actually use to compare them.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/competitive-differentiation-template/) 15. 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[![Preview of the Fabric Color Poll Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/fabric-color-poll-template-preview.avif) Fabric Color Poll Template Design & branding A fabric color poll tests clearly labeled swatches in one product context. It helps distinguish the strongest colorway from the color that merely looks best on a particular screen. For adjacent needs, explore logo testing and visual templates.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/fabric-color-poll-template/) 17. [![Preview of the Fashion Concept Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/fashion-concept-template-preview.avif) Fashion Concept Survey Template Design & branding A preferred look is only the start. Ask what the concept would be used for, which visual cue mattered and what information is still missing. This questionnaire supports a design review; it does not forecast sales, fit or production quality.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/fashion-concept-template/) 18. [![Preview of the Favorite Poster Voting Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/favorite-poster-voting-template-preview.avif) Favorite Poster Voting Template Design & branding A favorite poster vote collects a choice plus the reason it works for the intended audience. It is especially useful when a team has two or three finished routes. For adjacent needs, explore logo testing and design templates.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/favorite-poster-voting-template/) 19. 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It tests comprehension and perceived credibility, not whether a claim is true. Explore related logo testing and design templates.](https://www.surveylegend.com/survey-examples-templates/design-branding-picture-surveys/proof-points-template/) Free survey maker ## Start creating surveys today *for free* Create and bring your ideas to life with the survey tool used by people all over the world. [Get started for free ](https://app.surveylegend.com/register/)[Book a demo](https://www.surveylegend.com/schedule-a-demo-of-surveylegend/) Academic research survey ### Ready to collect better research data? Create academic surveys and questionnaires from ready-made templates. 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