Determining Brand Awareness and Attitudes
In This Chapter
Valuing brand awareness and attitudes
Measuring brand awareness
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: ...