Brand Awareness

A top of mind brand awareness measure has been added to the TGI survey. Awareness measures are used extensively in research as a gauge of brand performance and marketing effectiveness. Brand awareness is considered one of the key pillars of a brand’s consumer-based brand equity as zero awareness will translate into zero equity.

We have included a Top of mind awareness measure meaning that the first brand recalled in response to the product category cue will be recorded. All other brands mentioned will be recorded as an “other mention”.

The following product categories have been included in the pilot:

• Alcoholic beverages
  • Beer
• Communications & Internet
  • Telecommunications
• Financial
  • Banking
  • Medical aid
• Food
  • Bread
  • Cold cereals
  • Fast food outlets
  • Hot cereals
  • Maize meal
  • Margarine
  • Retail grocery outlets
  • Rice
• Non alcoholic beverages
  • Fizzy soft drinks including Colas
  • Fresh milk
  • Fruit and vegetable juices
  • Instant coffee
  • Long life milk
  • Packet teas
  • Tea bags
• Pharmaceutical
  • Headache tablets
  • Cold and flu remedies
• Toiletries & Cosmetics
  • Soaps
  • Cosmetics brands

Plotting brand awareness against, brand usage & repertoire and brand loyalty by various target groups can provide useful insight into brand positioning and communication effectiveness.