Brand awareness can be measured in three different ways on a gradual scale. The first is "top of mind," which means the brand is remembered when only the product category is mentioned. The second is "unaided recall," meaning the brand is not initially mentioned, but is easily recalled and assigned to a category without major problems. And finally, there is "assisted recall or recognition," which refers to when the consumer remembers the brand only after interviewing them.
To implement the tool within the strategy, a series of questions must be asked, which must be answered within 10 seconds. With this brief exercise, you can assess the level of brand awareness among consumers. An example would be a dairy brand asking questions like: name a yogurt brand, what is your first choice when buying snacks, etc. The responses recorded will be brands that the public immediately associates.
The benefits of this practice can include increasing brand awareness and generating brand associations in the minds of potential customers. It can also increase sales. These collections of information can be intertwined with new strategies or campaigns.
A brand could create new distinctive elements if, for example, an attractive logo that represents the brand were missing. Real benefits can also be gained, such as gathering the right words to use.