What is Brand Awareness | Qualtrics UK

Brand awareness – what is it and how do you measure it?


Does your brand immediately come to mind when someone thinks about your product or service? Are you synonymous with what you do? Do new customers arrive at your door with existing knowledge of who you are and what you sell?

Measuring brand awareness is a core part of your brand tracking project – i.e. knowing how embedded your brand is in consumer consciousness, and how much people associate it with your products.

Why measure brand awareness?

Brand awareness is the bedrock of any successful business – after all, people need to know you exist before they can begin to buy from you. Measuring brand awareness is one of the ways you can track your brand equity, since it gives you a picture of the outer limits of your brand’s sphere of influence.

Extending that boundary into new markets and territories is a sign of health and growth. Conversely, knowing the limits of brand awareness means you can pitch your advertising and marketing correctly, rather than overestimating the familiarity of your brand to potential customers.

Brand tracking surveys give you the opportunity to explore both the quality and quantity of your customers’ brand awareness, the associations they make, any misconceptions they might have, and the depth of their knowledge about your products and services.

What questions should you ask?

There are two major categories of survey question relating to brand awareness – aided and unaided.

With unaided questions, you want to get an accurate picture of a customer’s true awareness level without prompting them or biasing them.

You’re looking to assess their pre-existing knowledge, so avoid offering them options to choose from or ask them to self-rate their awareness levels, as these types of questions can actually add to their knowledge, and prompt recognition rather than recall.

Instead, you want them to come up with the answer spontaneously. So your questions need to prompt the customer to make an association or connection. For example, your unaided survey questions might be along the lines of:

“What is the first brand that comes to mind when you think about smartphones?”

Aided questions focus on your brand specifically, and dive deeper on specific aspects of your customer’s awareness. What does your brand mean to them? What do they really think and feel? An example of an aided question might be:

“Which 3 words come to mind when you think about the HappyPhone brand?”

You can also include some competitor analysis in your survey questions, asking respondents to rank your brand relative to others and assessing what positive and negative associations they hold about competitor products and services.

Ready to start your brand tracking project?