Surveys Dover DE

This page provides useful content and local businesses that can help with your search for Surveys. You will find helpful, informative articles about Surveys, including "Measuring Brand Awareness". You will also find local businesses that provide the products or services that you are looking for. Please scroll down to find the local resources in Dover, DE that will answer all of your questions about Surveys.

Comcast Spotlight
(302) 678-0864
1218 Forrest Ave
Dover, DE
 
Hill Design Group
(302) 736-1010
117 W Reed St
Dover, DE
 
Sir Speedy
(302) 678-1600
1058 S Dupont Hwy
Dover, DE
 
Amish Crafts Marketing Enterprises
(302) 677-1944
4621 N Dupont Hwy
Dover, DE
 
Delaware Printing Company
(302) 741-8297
110 Galaxy Dr
Dover, DE
 
Universal Marketing
(302) 734-8019
111 S West St
Dover, DE
 
Capitol Theater
(302) 678-5152
226 S State St
Dover, DE
 
Local Book Publishing Inc
(302) 734-2033
46 S State St
Dover, DE
 
Delmarva Merchants Association
(302) 747-7472
Dupont Hwy
Dover, DE
 
Corpamerica Inc
(302) 736-4300
30 Old Rudnick Ln
Dover, DE
 

Measuring Brand Awareness

From time to time I come across polls and surveys revealing the brands that have captured the highest levels of awareness. The results usually generate several sensationalist articles with one brand driving another to obscurity. This has prompted me to pause and consider the utility of measures of brand awareness. Frankly, becoming a best-remembered brand is an inconsequential achievement.

To purchase most products and services requires more than simple brand awareness. We also need to have positive evaluations and emotions about the brand. Indeed, brands can increase their levels of brand awareness by performing poorly. This may explain why brands with enormous strategic problems and flagging sales, register strong in brand awareness.

Brand awareness is important for low-involvement purchases, because consumers will often decide from a list of recalled brands brought directly from memory. It is no surprise, therefore, that when brands are measured by awareness most of the top ten brands in the survey are in low-involvement categories, such as breakfast cereal and detergent. Brands in these categories are purchased and used frequently.

When prompted to name random brands, most consumers will retrieve these kinds of brands from memory. But brands from other categories where brand awareness is less crucial are unlikely to feature in the top ten, even though consumers may have stronger relationships with them.

Brands that exist in higher-involvement categories, such as cars, are less likely to be recalled in this way. Brand awareness polls also contradict the target market philosophy most brands adhere to. Luxury brands such as Prada pride themselves on being known by an exclusive minority.

Many marketers make the mistake of only measuring brand awareness under the impression that this provides an accurate indication of brand health.

In fact it is the nature, strength and importance of the brand associations in the minds of consumers that provides marketer...

Click here to read the rest of this article from Branding Strategy Insider