Brand Awareness Research

Our brand awareness research allows clients to understand how their brands are perceived by customers and stakeholders across their target markets.

We focus both on unprompted and prompted brand awareness, as well as examining the extent to which audiences truly understand brands. For example, brand association with specific products and services, as well as association with brand values and attributes.

By combining traditional research with new, digital techniques, we can also look at nature and importance of brand awareness. Including how it is influencing purchase and customer conversion.

Our tools allow us to track brand awareness across specific markets and topics. For example, to what extent is the brand seen as a leader on business-critical topics such as sustainability and innovation.

We track how brand awareness varies across territories and markets, as well how it is evolving over time.

All these insights can be benchmarked across competitors and other industry leaders to provide important context showing the likely impact of increased brand awareness on organisational objectives.

Brand awareness that has real purpose

We view brand awareness within the context of the objectives to be achieved. For example, if the objective is to drive sales, we examine ‘purposeful’ brand awareness within the customer journey. Asking whether the brand is actively being considered or recommended by the most important influencers within each market.

The same analysis also provides a clear path for growing stronger brands. Looking at the gaps in a brand’s profile (and where its competitors are strong), allows us to set clear targets for building future profile.

For example, which media channels, product types, customer needs, topics are most likely to have a positive impact on the brand’s development in the future.