Brand Tracking is one of the common ways for businesses to assess what people think about their brand and can provide some valuable insight into which areas to focus the marketing budget.
Often considered the ‘holy grail’ when it comes to brand metrics, awareness is an important indicator of the level of familiarity with your brand among your target market.
Are people aware of your company but just not buying from you? Or are they not aware of your company at all?
It’s pretty hard for people to choose to buy from your company if they have never heard of it, so awareness is an obvious hurdle to overcome if you want to get into customers’ consideration set. But making people aware of your business is just one piece of the puzzle.
If you’re thinking about undertaking brand research and want a quantitative benchmark, there are some critical measures to include in your survey – beyond familiarity.