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How can you effectively measure brand awareness and perception with surveys?

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Brand awareness and perception are crucial aspects of marketing that can influence customer loyalty, satisfaction, and word-of-mouth. But how can you measure them effectively with surveys? In this article, you will learn some tips and best practices for designing and conducting surveys that can help you assess how well your brand is known and perceived by your target audience.

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Tripti Dhote

LinkedIn Top voice ! Academician, Researcher, Brand enthusiast, Data driven marketing and consumer insights, Podcaster,…

1 Why measure brand awareness and perception?

Brand awareness and perception are not the same, but they are closely related. Brand awareness refers to how familiar your potential and existing customers are with your brand name, logo, slogan, products, or services. Brand perception refers to how they feel about your brand attributes, values, personality, and reputation. Measuring both can help you understand your brand positioning, identify your strengths and weaknesses, evaluate your marketing efforts, and discover new opportunities for growth.

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Tripti Dhote

LinkedIn Top voice ! Academician, Researcher, Brand enthusiast, Data driven marketing and consumer insights, Podcaster, Head corporate communication ,lead organiser TEDxSIULavale
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While doing an impact study on the khushboo Gujarat Ki Tourism campaign one of the important parameters was to understand how familiar the audience was with the Gujarat campaign .. so we conducted a TOMA test which was unaided to study likeliness of the audience to remember/ recall Gujarat as a tourism destination and an aided study to understand what aspects of the Brand are they familiar with!!!! A lot of google analytics was used to fathom website traffic.. The word of mouth and references generated etc Brand perception is a very crucial parameter in the success of a brand… we did a lot of social listening studies to gauge share of voice vis a vis other tourism campaigns, mentions, positive reviews , reactions reposts etc!!!!

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Samuel Sewodo

Founder, Powered | Building WireBrand? from 0 to $12M ARR | Brand & Digital Growth ?? | Helping brands grow through proven strategies & systems
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When it comes to measuring brand awareness and perception, I've found that crafting clear, focused survey questions is really key. I ask about unaided and aided brand awareness, use Likert scale questions to gauge sentiment, and include NPS to assess loyalty. Segmenting the audience and tracking changes over time helps make highly informed brand decisions.

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Joe J Micallef

Marketing and Idea Generation
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While intuitively related, I believe awareness and perception are altogether separate - the first is more indicative of pre-customer paid/enrolled interaction while the second is more indicative of brand performance and loyalty. I contend that measuring awareness in a time of hyper sophisticated information overload may be a fool's errand, I find NPS and loyalty metrics as best to measure perception.

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2 What types of questions to ask?

To measure brand awareness and perception, different types of questions can be asked depending on the objectives and research methods. Unaided recall involves asking respondents to name brands associated with a certain category or need without giving any hints or options; this can help assess top-of-mind awareness and compare it to competitors. Aided recall involves asking respondents to indicate whether they have heard of or recognize a list of brands in a certain category or need; this can measure overall awareness and recall among the target market. Brand image questions involve rating or describing the brand on various dimensions such as quality, value, trust, innovation, etc.; this can gauge the brand's perception and personality and how they align with the desired image. Finally, brand loyalty questions involve indicating likelihood of buying or recommending the brand, or satisfaction or preference for it over others; this can help measure loyalty and advocacy in relation to brand awareness and perception.

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Prabhakar Shetty

Pharma Medico Marketing Consultant, Brand Strategist
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Brand loyalty develops over a period of time. It exists in the sub conscious mind, which works at least 50,000 times faster than the conscious mind. The sub conscious mind drives the most powerful force called HABIT. The conscious mind has a limited 'working memory' and generally avoids complicated calculations for a buying decision. It relies on your experience with the product, 'convenience of buying' and emotional fulfillment. Hence we tend to buy from the same grocer / shop. We sleep in the same place in our house. We frequent the same Cafes and Hotels if we travel often. All the factors like awareness, positioning etc help to make the INITIAL purchase. After that the product and the above factors come into play.

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3 How to design your survey?

Designing your survey is an essential step to guarantee the validity and reliability of your results. To start, define your objectives and hypotheses so you can choose the best types of questions and scales for your survey. You may also want to segment your audience based on demographics, psychographics, behavior, etc. that could influence brand awareness and perception. Additionally, keep the survey short and simple by avoiding complex questions, using clear language, and providing relevant options for multiple-choice or rating questions. This will help you get a higher response rate and quality.

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4 How to conduct your survey?

Conducting your survey is an essential step for ensuring the accuracy and representativeness of your results. You should consider your objectives, budget, and resources when selecting a method and platform for conducting your survey - such as online, email, phone, or social media - and be aware of the advantages and disadvantages of each. Furthermore, you should ensure that your sample size and selection are suitable for your population and objectives. You can use online calculators or formulas to determine the margin of error, confidence level, and response rate you want to achieve. Before launching your survey, it's important to test it with a small group of respondents or experts to check for any errors, ambiguities, or biases in your questions, options, or layout. Additionally, you should optimize your survey for different devices, browsers, and formats to improve its design and performance.

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5 How to analyze your results?

Analyzing your results is the final step to measure your brand awareness and perception with surveys. To begin, you should clean and organize your data by checking for any incomplete, invalid, or duplicate responses, and then categorizing them into meaningful groups or variables. After this, descriptive and inferential statistics should be used to summarize and display the data in tables, charts, or graphs. Additionally, you should test your hypotheses and draw conclusions about your population based on your sample. Finally, report and communicate your findings in an understandable way by using visual aids to highlight the key insights and trends. Explain the implications and recommendations for your marketing strategy as well. This will help you share and apply your knowledge and insights to improve your brand awareness and perception.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you effectively measure brand awareness and perception with surveys?

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3

4

5

6

1 Why measure brand awareness and perception?

2 What types of questions to ask?

3 How to design your survey?

4 How to conduct your survey?

5 How to analyze your results?

6 Here’s what else to consider

Marketing

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How can you effectively measure brand awareness and perception with surveys?

1

2

3

4

5

6

1 Why measure brand awareness and perception?

2 What types of questions to ask?

3 How to design your survey?

4 How to conduct your survey?

5 How to analyze your results?

6 Here’s what else to consider

Marketing

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