The brand awareness, or the recognition of a brand, is the importance that a consumer attributes to a brand when faced with a purchasing decision.
The goal of brand awareness is to always be the first alternative that a consumer thinks of in a time of need or desire.
It is therefore very important to clearly define one's own brand positioning to achieve high brand recognition in the consumer's mind.
How to measure brand awareness?
To measure brand recognition, it is essential to know the Aaker's Brand Equity model, which is a scale of values that allows us to identify the exact position of our brand and how far we are from reaching the peak, the ultimate consumer consideration.
Let's analyze in detail the steps of Aaker's pyramid:
- Lack of awareness: your potential customers have no idea that you exist in the market. This is at the base of the pyramid, at this step your work is practically nonexistent.
- Superficial awareness: your brand starts to become known. It's still the beginning though, we cannot yet speak of brand recognition.
- Strong awareness: the level of recognition is quite strong, we are almost at the top of the pyramid. At this stage, you're already in the consumer's mind when facing a purchasing decision.
- Top of Mind: when you reach this point it means that your brand's work is effective! Your brand is the first one consumers think of in a time of need or desire.
To measure our level on Aaker's pyramid, we need tools that allow us to conduct an objective assessment.
One of the best tools is undoubtedly Google Analytics, which enables us to monitor traffic on our website, bounce rates, user conversions, traffic sources, etc.
Another valuable tool for measuring our brand awareness is Facebook Insight. If you have a Facebook page for your business, this tool will allow you to understand in detail the characteristics of your audience.
By intertwining data from Google Analytics and Facebook Insights, you can implement a SEO strategy and increase your brand awareness.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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