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Brand Awareness: Definition, Strategy, Metrics & Measurement

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  • 0:04 Definition of Brand Awareness
  • 1:24 Metrics & Measurements
  • 2:54 Brand Awareness Strategies
  • 3:37 Lesson Summary
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Lesson Transcript
Instructor: Tara Schofield
This lesson discusses brand awareness. Strategies to increase brand awareness are provided and examples of how brand awareness can be measured are also provided.

Definition of Brand Awareness

We are surrounded by brands: company names, product titles, and images. Brands are essentially any word, phrase, images, designs, logos, and taglines that distinguish one company from another. Brands can also distinguish one product from another.

For instance, Proctor and Gamble is a brand that is well known for providing a wide variety of household products. Underneath the Proctor and Gamble brand, there are many individual products that are easily identifiable by their name and logo, such as Tide, Dawn, Charmin, Swiffer, and Duracell. The company has a brand and the products also have their own identity.

Brand awareness is how easily consumers can recognize a brand or the identity of a company and/or product. Millions of dollars are spent every year to strengthen brands and ensure people know a brand. The golden arches of McDonald's, the swoosh of Nike, and the apple with the iconic bite out of it to signify Apple; with just a view of the logo, consumers recognize some of the most well known brands in the world.

The companies are so well known that not only does the image associate with the specific company, the consumer understands the brand and what it represents. McDonald's provides low-cost, fast food. Nike provides superior footwear. Apple is a technological innovator. The companies have effectively created brand awareness.

Metrics & Measurements

Measuring the success of brand awareness can be very challenging. The nature of brand awareness, getting as many people as possible to recognize a company, does not allow for an absolute measurement. However, it's possible to get metrics back from several different sources to get an idea of how effective your company's brand awareness is. Some of these sources include:

  • First, there's Google Analytics. Using Google reporting tools gives you a good idea of how many people are visiting your website, the amount of time they spend there, what pages are visited, and how they got to your website in the first place. While this is only related to website traffic, it offers a good idea of the impact your brand has online.
  • Next, there are sales trends. Sales numbers help in the analysis of brand awareness. For instance, if you're analyzing how strong your potato chip brand is, you can look at your sales history to see if your sales are strong and increasing. Additionally, you can evaluate how your chip sales compare to competitors' sales. If your sales numbers are growing and your chip sales are comparable or stronger than your competitors', you can make some solid assumptions about how strong your brand awareness is based on consumer buying preferences.
  • Finally, there are surveys. A common way to test brand awareness is by surveying consumers in the market. To collect fair responses, a broad range of consumers need to be questioned. You don't want to specifically ask your customers because they're aware of your brand. You want to ask a variety of customers to get a clear understanding whether or not the general public knows about your product.

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