What is a brand research study for B2B?

A B2B brand study measures how well known you are within the target audience, what perception decision-makers have of you, and how you are positioned against competitors. It typically combines top-of-mind recall (spontaneous), prompted recall (with an aided list) and image attributes.

How do you measure awareness in B2B?

Two main metrics: (1) Top-of-mind — when respondents are asked to name suppliers in the category, how often are you mentioned first and unprompted? (2) Prompted recall — when shown a list, do they recognise you? Both are needed for a complete picture.

How often should we measure our B2B brand?

Once a year is standard. For larger strategic changes (rebranding, new offer, market expansion) measurement should be done before and after — otherwise there is no baseline.

What is the difference between awareness and image?

Awareness = does the customer know you exist? Image = what does the customer associate you with? Many B2B companies have good awareness but a weak image (perceived as a 'commodity'). Others have strong image with a small group but low overall awareness. Both must be measured separately.

How many respondents are required?

Minimum 200 respondents per market for reasonable statistical reliability. For segment breakdowns by industry or company size, 50–80 per segment are needed.

B2B Brand Research

How strong is your brand
— with customers and prospects?

We measure brand awareness, image and loyalty — and map how your core values are perceived compared with competitors. Foundation for positioning, communication strategy and differentiation.

3–8×

Return

Typical ROI on a strategic brand study through correct positioning and differentiation.

6 in 10

Underestimate the gap

Of B2B companies have a view of their brand that differs significantly from the customer's perception.

Languages on demand

We measure B2B brands internationally with native speakers via web and phone.

Sample from a delivery

What a positioning map looks like

Multi-dimensional visualisation of brand position vs competitors — with drivers and associations broken down per decision-maker role. This is an actual delivery (anonymised).

What you get

A complete picture
of your brand position

We always start by understanding your business goals — then we choose method and design. The result is not just numbers but concrete action recommendations ranked by expected impact.

Awareness

Spontaneous and aided brand awareness. Top-of-mind share ("which suppliers come to mind unprompted?") and aided awareness against specific competitors. Per decision-maker role and per geographical market.

Spontaneous Aided Per role

Image & associations

What is your brand associated with? Association analysis of attributes: quality, price, innovation, service, sustainability. Per segment and compared with competitors — so you can see where you have differentiation and where you lack a profile.

Attribute analysis Per segment vs competitors

Positioning map

Where do you stand against the market? Visualisation on two (or more) attribute dimensions — e.g. premium/value × traditional/innovative. Identifies both possible blue oceans and positions you already share with competitors.

Multi-dimensional Competitor overlay Strategic visualisation

Differentiation & USP

What should you say? Identifies the unique selling points where you have credibility with the target audience — not the ones you THINK you have. Foundation for the positioning platform and messaging strategy.

USP validation Credibility Messaging strategy

Free guide · PDF

The complete
brand guide
for B2B

20 min · 24 pages

Want to read more first?

The complete brand guide for B2B

A 20-minute read written by Johan Asklund. How to design, measure and interpret B2B brand research — from awareness and positioning to brand attribute analysis, with concrete question template examples you can use straight away.

Read the guide →

What we measure

The five layers of the brand
— from awareness to advocacy

A B2B brand study follows the decision cycle. We measure at every level from first contact to long-term partnership.

01 · Phases in the customer journey

Measurement points across the entire journey

We follow every phase — adapted to your business model — and measure both quantitatively and qualitatively.

01Brand awareness (spontaneous)

02Brand awareness (aided)

03Consideration & shortlist

04Value-word association

05Functional image

06Emotional image

07Price & quality perception

08First choice in the category

09Positioning vs competitors

10Loyalty & repeat business

11Recommendation (B2B NPS)

12Drivers of switching

02 · Overall metrics

Three KPIs that lead

Standardised key figures — comparable over time and against external benchmarks.

TOM

Top-of-mind share — spontaneous awareness weighed against competitors.

Brand Equity

Composite index of image, preference and loyalty.

B2B NPS

Recommendation willingness adapted to the B2B decision cycle.

03 · What you get

Concrete — not just an average score

For every insight we deliver:

→ Positioning map

Visualised position vs 5–10 competitors on your chosen dimensions.

→ Driver analysis

Which attributes correlate most strongly with purchase intent and recommendation.

→ Per decision role

How awareness and preference differ between CEO, CFO, buyer, end user.

→ Messaging strategy

Concrete messages that have credibility with the target audience — not just internally.

What the delivery looks like

Examples from an actual report

Screenshots from a B2B brand study for an industrial manufacturer (anonymised). 253 respondents through phone interviews in 2 markets. Delivered with executive summary, competitor mapping per market, brand attribute analysis and concrete strategic actions.

Executive summaryAwareness, brand index and base on a single page — plus three short headline findings for management.

Example: Competitor mapping per market — **Competitor mapping**Spontaneous awareness ranked vs competitors — per market. Identifies where you lead and where there is growth potential.

Brand attributesDirect comparison of brand attributes against the leading competitor — shows where you differentiate and where there are gaps.

Example: Conclusions and four strategic actions — **Strategic choices**Four concrete actions ranked by strategic impact — for decisions, not for filing.

The images are from an actual delivery to an industrial manufacturer in 2025 (n=253, 2 markets, HVAC installers + architects). Customer name, brand and respondent data have been removed or masked in the example.

Who you talk to

Johan Asklund

Founder & CEO · Alba Business Group

30+ years of experience in B2B research and surveys. Has run Alba since 2005 (formerly TradeWell Group). Personal contact on every project — no project managers swapped out mid-engagement.

"Alba's NPS study identified three churn risks we had missed. Two customers were saved before the quarter was out."

— CEO, B2B manufacturer · 4 subsidiaries · MSEK 220 turnover

+22

Percentage points lift in spontaneous awareness

B2B manufacturer · International market
18 months · 3 markets

Case study in brief

"We thought we were positioned as premium. The study showed customers saw us as 'safe choice' — which was something else entirely. It changed the communication strategy from one day to the next."

— CMO, B2B manufacturer · Engineering industry · 2025

See more case studies →

Next step

Want to know how you
are actually perceived?

Book 15 minutes and we will discuss your current positioning, which competitors you want to measure against and how we design the study so you get a foundation that leads to action.

Short form · 9 fields Request a quote for B2B Brand Research →

Johan replies within one working day · No sales-pitch meetings

Prefer to talk? Book 30 minutes with Johan · Call +46 70-833 00 04

15 min · free of charge · no preparation needed

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How strong is your brand— with customers and prospects?