Brand awareness

Under brand awareness refers to a value that is determined by a survey of target groups. The value indicates how many percent of the respondents were able to recall in tests on a particular brand.

It examines the conditions under which the test subjects remember the brand, and whether they could assign the recognition of the right product, the brand.

Brand awareness is a prerequisite that the consumer of the brand can assign an image and link associations with her. When buying decision processes also preferably brands are considered which are already known.

Consumers may face a brand trust and affection develop (see brand trust). These affective components can be of great importance when it comes to a low involvement situation and the consumer does not have the interest or the ability to acquire specific product or brand knowledge. The brand meaning knowledge that is actually available in a language community, can be investigated by means of linguistic methods, not for investigation of knowledge of many individual consumers is the focus, but the in the use of language as expressed knowledge that captures the brand awareness globally.

Depth of brand awareness

" Depth of brand awareness " is synonymous with the frequency, is the recognized or remembered a brand.

In the depth of brand awareness, a distinction (Brand recall) and a passive, based recognition ( Brand Recognition ) between an active, unsupported memory.

The values ​​for brand awareness are given on a scale on which there are these two extreme points: On the one hand people who just have vague the notion that a particular brand exists, on the other hand, people who believe that it is in the product category is no alternative to the brand in question.

Width of brand awareness

For the width of brand awareness say something about the number of purchase and use situations in which a brand can play a role.

Consumer Research

The consumer research company calculated annually, the most successful brands in Germany. This is determined by the actual economic market success ( Share of Market ) and the popularity of the brand in the perception of consumers ( share of soul ). Since 2004, in Germany, a brand ranking published "best brands ".