With the help of brand awareness analysis, one can determine the best communication strategy for assorted regions.
Among different audiences, significant discrepancies can be observed in the level of knowledge of brands within any one category. This allows you to assess the potential of the brand in related target audiences.
Brand awareness analysis helps determine a list of closest competitors. From a consumer's point of view, a brand competes with the brands that are included in his consideration set.
This table outlines 4 cases, determined by different combinations of indicators for brand awareness. For each type of awareness a position is calculated, that is, the ordinal number of the brand when the brands in the category are sorted according to brand awareness. A high rank is awarded when sorting places the brand in the first half of the list. A low rank is given when the brand is found in the second half.
|Low rank in spontaneous awareness||High rank in spontaneous awareness|
|Low rank in
|A weak brand, without substantial potential. Development requires investments in all aspects of marketing: distribution, production, image, price competitiveness.||Atypical combination of awareness. Clarifying the procedure for obtaining both indicators is necessary. It's possible your brand dominates just in a particular region. Or maybe the survey was conducted during the peak of advertisement, but on the given market there are too many players.|
|High rank in
|Brand with good potential for further development. To increase market share, invest in one or several aspects of marketing.||Strong brand that can compete as a leader in its category.|
To run the given analysis, we recommend the diagram brand mapping, which uses a scatterplot of show a brand's presence, and the axes show levels of awareness.Create online charts and diagrams here...