Brand Value · Awareness · Component
The 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.
The deliverable
What it is
A brand strongly retrieved for one occasion and absent from four others has a specific and addressable growth path, which an overall awareness figure conceals entirely.
The situations are the same entry points identified in the positioning work, used here as the measurement frame rather than as strategy.
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 list
The occasions the brand wants to be retrieved for.
3 attributes: Entry point · Demand share · Priority
LearnThe coverage
How many of the situations the brand is retrieved for.
3 attributes: Situations covered · Weighted coverage · Trend
LearnThe absent
Situations the brand is not retrieved for.
3 attributes: Situation · Who is · Opportunity
Learn
Weighted coverage across situations is a better awareness figure than any single number.
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 comparison
The same measures for competitors, without which the figure means nothing — because rising while the category rises faster is a decline.
Learn