Conducting a brand positioning study is an ideal first step to take when considering launching a new brand, rebranding, or increasing brand strength. Discussed in this article are key metrics to consider when conducting a brand positioning study.

Brand Positioning Study

This assesses important metrics, such as brand awareness, brand health, strength, overall impressions, and acceptance in order to inform business decision-making. Let’s dive into each of these metrics in detail.

Brand Awareness

Brand awareness seeks to measure the familiarity of a brand among its target audience. Evaluating your customer’s ability to remember your brand in the face of many competitors is a measure of how well-positioned your brand is. Because the more familiar your target market is with your brand, the easier it is to sell to them. But how can you measure the level of familiarity your target audience has with your brand?

There are several methods out there that are used in measuring brand awareness, however, the two golden standards used for measuring brand awareness are:

  • Unaided awareness
  • Aided awareness.

Unaided awareness is often referred to as ‘recall’, this technique is used to measure how well your audiences can recall your brand without assistance or given some sort of clue. Let’s say you gave a group of participants a list of questions in an open-ended survey that included: names of brands in a particular category, brands they’ve heard of, or which brands come to mind. If the result indicates that more participants could recall a brand’s name it shows how well the marketing efforts of such brand have influenced the minds of consumers. On the brighter side, this will have a positive impact on sales, because a higher percentage of people are familiar with the brand.

In aided awareness, it is also known as ‘recognition’. This approach is used to measure the percentage of people who are able to recognize a brand out of a list of numerous competing brands. For instance, a list of brands in a particular category is provided to participants, and they are asked to select the brands they recognize. This metric is used to understand the level of familiarity of a brand and it is quite important for marketers because it helps them understand how well their brand is recognized among consumers.

Brand awareness research not only provides valuable information on how a brand performs with respect to the competition, but can also collect data that can help boost sales, improve awareness, open up new channels, and entry points for audiences, and much more.

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