The awareness index measures the level of knowledge of a brand by the target audience.
In other words, it measures how much our target can recall our brand through visual or verbal stimulus, or even without being subjected to any stimulus.
The awareness index is divided into two categories:
- Spontaneous awareness: in this case, the user is asked to mention some brands that come to mind automatically when thinking about a particular need. The first brand they think of is called Top of Mind, which is the """ maximum level of brand awareness.
- Prompted Awareness: in this case, however, the user is stimulated through a list of brands from which they must choose only one.
The awareness index is closely related to brand awareness or brand recognition.
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