

Awareness, attitudes, and usage (AAU) metrics (sometimes called the Hierarchy of Effects) model the idea that potential customers pass through different stages before purchase.
Many companies invest a lot in advertising, social media, and other tactics to get in front of new potential customers. But how do you know if these investments are actually helping increase your brand awareness? There are metrics available but many can be confusing and even misleading. The following are commonly available Online Advertising and Social Media awareness metrics:
In brand recall tests, researchers measure the ability of consumers to recall brand names in a particular product category. Brand awareness is the percentage of those people who can name your brand, unaided. Order is important here as you want your brand to be the first to be named, illustrating that you have a top-of-mind or leadership position.
Here is a survey template (https://www.surveymonkey.com/blog/en/brand-awareness-survey-template/):
In a brand recognition test, you again use a random selection of your target market. But in this case, you present each person with a list of brands (yours and your top competitors) and ask if they can remember seeing any of the brands before. This test is more useful for seeing if your brand is consistent and “sticky” in the minds of viewers.
How do you track brand awareness?
Jeanne uses her 20 years of marketing know-how to help small business owners reach their goals. Before becoming an entrepreneur, she held a variety of marketing positions with DuPont and General Electric. Jeanne regularly hosts online webinars and workshops in both English and Spanish.
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