Brand awareness analysis

"Top of mind" brand awareness (TOM)

The TOM indicator is determined by surveying the target audience. It is calculated by the percentage of consumers who name the given brand first, when asked, "What brands in the given category are familiar to you?" Typically, the consumer will first name the brand that he first considers when choosing a product in the given category. TOM is often correlated with a brand's market share. A TOM analysis is useful in two cases:

  • A brand is one of the market share leaders (in top 10)
  • no one is dominating by market share

For mid-level brands, a TOM analysis may not be practical, because measuring TOM requires substantial resources and a hefty time commitment.

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Spontaneous brand awareness

All brands that the surveyor names without prompts make up the so-called consumer consideration set. As a rule, this set describes a few brands that the consumer first considers in the given category. Spontaneous brand awareness is indicated by the percentage of consumers that named your brand-unprompted in the given category.

Analysis of spontaneous brand awareness refers to the competitiveness of the brand, i.e. the brand's ability to attract customers without any additional marketing incentives, such as advertising or discounts.

During the advertising campaign, spontaneous brand awareness should increase; it is often linked to the success of advertising campaigns. If a company reports important information to the consumer or its commercial product begins attracting mass demand, then the level of spontaneous awareness remains elevated for longer. It may even remain permanently higher after the end of the campaign.

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Prompted brand awareness (aided brand awareness)

If the consumer is given a list of brands and the consumer answers that he or she knows some of them, then that awareness is called prompted brand awareness (or aided brand awareness, abbreviated ABA). The level of prompted brand awareness includes all types of brand awareness. When refining marketing research data, automatic data recovery is often applied (if the consumer named the brand spontaneously, but did not mark it on the list, he or she "recovered" the value). Thus we obtain the following hierarchy for the different kinds of brand awareness: Top of the mind awareness > spontaneous brand awareness > prompted brand awareness.

Prompted brand awareness reflects the brand's overall potential, summarizing all of its assets, such as: the infrastructure of distribution, the current customer base, the history of the brand, as well as the consumers who have used the brand before, consumers who know a little bit about the brand, and those who know only its name.

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Brand Awareness on Markets b2c and b2b

On markets b2c, brand awareness is considerably more significant. This is due to the fact that ordinary consumers are less inclined to analyze product properties and more likely to operate according to their emotions. What's important on market b2c is a brand's capability to build consumer confidence without analyzing product details and comparing prices. Brands chosen by emotions often reap a much greater profit for their owners.

On the other hand, choices on b2b market may be so rational that building a strong brand is not justified at all. The b2b market serves professional clients who can spend significantly more time and effort choosing their brand. They tend to make comparative tables and select suppliers very reasonably.

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