Importance of techniques. High sensitivity to measurement procedures is vital. To compare brand awareness obtained from different surveys, it is necessary to control for equality of the following parameters: the target audience, the sample of survey respondents, the survey method, the survey's content (number of brands and wording of the questions). Various survey methods can result different levels of brand awareness: face to face interview (F2F), paper assisted personal interview (PAPI), computer assisted telephone interview (CATI ), online interview (computer assisted WEB interview). Measurements carried out in the framework of syndicated industrial marketing wave of surveys will always yield results different from the one-time measurements.
Gradual change. Brand awareness cannot be changed quickly, as mass consumers' knowledge about the market's offerings always has a lot of inertia.
Measurement reliability. Brand awareness is an indicator with known, credible intervals (that is, boundaries within which a certain score corresponds to a true level of knowledge). Frequently a 95% accuracy is used to judge with near certainty a brand's change in recognition over time.
Brand awareness is often taken into account as a variable during analysis of brand equity. Brand awareness can indirectly affect the value of the business that owns the brand.
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