Measuring brand awareness is crucial for understanding a brand’s position and resonance in the consumer’s mind. Unlike “vanity metrics” such as likes and follows, which often offer a superficial glimpse at engagement, a comprehensive assessment of brand awareness delves deeper, providing insights into how consumers truly perceive and interact with a brand. This article outlines why measuring brand awareness is essential, the limitations of surface-level metrics, and the strategies for developing a robust measurement model.
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