Measuring Brand Awareness
This section of the report deals with how it should be measured by a company. How should a company find out how much the awareness has been to the target audience it was addressing. This is often referred to as top of mind awareness as discussed in previous sections.
Brand awareness can be measured by finding out how much the customers know your product. Have they ever seen or heard about it and did they know about it before hand etc (Brand Awareness, 2011). According to Wikipedia (2011), several brand awareness recognition and recall measures are present which are commonly used in market research to test brand’s association with its respective product category cue. To test the brand recognition, logos and taglines can be used for instance Nike’s ‘just do it’ represents a higher level of brand recognition (Brand awareness, 2011)
To measure brand awareness, a company must take the following three steps:
The Company must screen the people to know who is responding to the brand awareness survey and whether they fall in their target market or not (Brown, 2008).
2- Aided and Unaided Awareness
After screening the people answering the questionnaire, the next step is to probe those people for unaided and then aided awareness level. The survey must first be about unaided where the company may ask about brands that spring to the respondent’s mind when they are prompted for a product category and then prompt them with competitor’s brands and ask question about them.