Market Research

How to Measure Brand Awareness in Modern Marketing Environments

When awareness of your brand enters the conversation in any marketing campaign, it revolves around only one thing: how impactfully is my brand resonating with my target audience? It sounds simple, but it’s a challenging question to answer without the correct metrics and techniques in your corner. Here’s an A to Z coverage of the subject. What is brand awareness in marketing? Brand awareness begins with marketplace participants knowing your company is active with products and services to meet customer needs. It’s a vital ingredient that stamps your position as attention-getting, even if you can’t merge that into interest and buyer conviction. It’s a sales catalyst and sales driver, provided it contains: A recognizable brand name and logo Customer perceptions pointing to the product as a viable option Easy understanding of the brand’s core values Brand awareness involves numerous KPIs (Key Performance Indicators) in two metric arenas: Assisted brand awareness (with prompts and probes to create visualization) Unassisted brand awareness, widely regarded as the ultimate brand recognition and development – the industry-best way to build brand awareness How to measure brand awareness campaign components Is there a difference between brand awareness, brand recognition, and brand perception? As you might expect, there’s a lot to unpack here. Part 1: How to measure B2B brand awareness (what you need to know) Brand awareness is crucial in both B2C and B2B environments. Indeed, customer awareness is at stake no matter how you look at things. The only difference is that a B2B client […]