Know-How Exchange : Branding

Unaided/aided awareness among the target audience is certainly one way to track/measure the effectiveness of a branding program, but it may not be enough.

You might consider a "brand audit" for the entire category. You essentially measure not only awareness for your brand and all competitors, but you also ask consumers what features and benefits are important to them, then have them rate your brand (and competitors' brands) against those very features and benefits.

What you end up is a "benefits map." You can essentially visualize a space where you can see how each brand stacks up against the benefits that are important to consumers. This lets you see not only whether people remember your brand, but also whether your specific brand promise is being communicated, whether it's distinctive, whether it's important to a large segment of the target market, etc.

Hope this helps. I think it's better than a straightforward awareness and attitude study.

There'a great tutorial on this site here https://www.marketingprofs.com/homepage/premium_preview.asp?file=/Tutorials... which I am sure will help you...

Good luck

ChrisB