Brand Value · Awareness · Component
The comparison
The same measures for competitors, without which the figure means nothing — because rising while the category rises faster is a decline.
The deliverable
What it is
An awareness figure with no comparison cannot be interpreted. Forty per cent is excellent in one category and irrelevant in another.
The trend is relative too. A brand growing awareness slower than the category is losing position while its own chart goes up.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The competitor set
Which brands are measured alongside.
3 attributes: Competitor · In set since · Reason
LearnThe relative position
Where the brand sits against the set.
3 attributes: Rank · Share of mentions · Distance to leader
LearnThe relative trend
How the position is moving against the category.
3 attributes: Own change · Category change · Relative direction
Learn
Rising awareness while the category rises faster is a decline. Report the relative trend, not the absolute one.
The other components in awareness
The recall measure
Unprompted recall by buying situation, with prompted recognition alongside — because the gap between them is more informative than either.
LearnThe situations
The occasions the brand should be retrieved for, listed rather than assumed — because awareness is situational and an overall figure hides where it is missing.
Learn