Chapter 8

Determining Brand Awareness and Attitudes

In This Chapter

arrow Valuing brand awareness and attitudes

arrow Measuring brand awareness

arrow Asking aided and unaided branding questions

When marketers talk about brands, familiar companies and products come to mind — think Coca-Cola, Nike, BMW, or Rolex. But think about the last time you purchased something in a category about which you were unfamiliar with the brands — perhaps ceiling fans, windshield wipers, or website hosts.

All things being equal, consumers prefer brands they know rather than brands they have not heard of.

Customers generally progress through stages of the hierarchy of effects: They become familiar with a brand, form an attitude about the brand through repeated usage, and finally, become loyal to that brand. (It’s part of the customer journey; if you’re unfamiliar with the customer journey, see Chapter 7.)

The hierarchy of effects provides a framework for you to measure. Customers’ attitudes toward brands and products are constantly changing. In this chapter, I show you how to measure brand awareness, attitudes, and experiences.

Measuring Brand Awareness

You measure brand awareness using two approaches:

  • Unaided awareness: ...

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