Brand Awareness Measurement

This post focuses on measuring brand awareness is an extension of the discussion on brand awareness and brand awareness strategy. Measurements of brand awareness include the following. Perform this form of research at regular intervals while maintaining as many variables the same like the target respondents, location and so on. Although this type of research is the most costly, it produces the most internally valid form of data.

• Brand Recognition / Aided-Awareness checkbox survey. Provide a list of brands to customers and ask something along the lines of, "Which of these brands do you recognize as offering product X?". This is an internally valid way of measuring recognition through aided-awareness.
• Recall , unaided awareness, open-ended survey. This involves asking an open ended question for the brands that people know offer product X. Example, you leave a blank space to allow respondents to respond to the question; "When it comes to brands in this market, what brands have you heard of that offer product X?"

The following methods of measurement are common but arguably not as internally valid as the first two.

• Direct traffic. Direct traffic refers to situations in which someone types in your brand's web address in order to find information, ie as opposed to writing generic text in order to find options. For instance, compare traffic periods 1 against 2. If direct traffic is growing over time, it means that brand awareness is growing.
• Search volume. How often do people search for your particular product by name? Of course, this also depends on the uniqueness of your brandname as some names like 'Apple'  can be the subject of searches regarding the fruit and not the technology company.
• Impressions. This refers to how many times your advertisement or content was viewed, regardless of whether the audience clicked through. If you also maintain YouTube content, the views can count also.
• Reach & Frequency. Reach refers to the unique number of people to whom your advertisement or content was served. However, the frequency (ie impressions) may be a higher number as the same person may see your content multiple times over a specified period of time.
• Social listening aka Media monitoring. Social listening is the process of monitoring unpaid online discussions about your brand. (This helps you to understand what customers are saying about your brand.

CONTENT RELATED TO BRAND AWARENESS MEASUREMENTS

• Brand awareness and brand awareness strategy 101.
• Brand awareness measurements along with varios ratios can be one consideration in calculating sales projections in a business plan. 
• How to build a new brand for modern consumers.
• Emotional advertising; deeply personal emotional triggers
• Brand core values
• Genericide is noteworthy phenomenon for very successful brands! Know how to care for what you hoped for. Wildly successful branding can result in losing your brand if you do not know how. Learn how to prevent brand genericide.