Brand Equity & Awareness KPI Metrics
Track unaided awareness, aided recognition, relevant associations and behavioural loyalty.
Cheat sheet
Track unaided awareness, aided recognition, relevant associations and behavioural loyalty.
What to check first
Check that the target audience, survey mode and question wording match across waves.
How to make the call
Investigate the funnel before claiming sales impact.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Jaipur skincare firm reports awareness rising from 20% to 26% in comparable surveys.
Reveal the step-by-step solution
- Diagnose the problem.
Check that the target audience, survey mode and question wording match across waves.
- Work through the evidence.
The increase is 6 percentage points, or 30% relative. Review sample uncertainty and whether consideration also moved.
- Recommend and validate.
Investigate the funnel before claiming sales impact.
More Indian cases
Interview question
How would you use brand equity & awareness kpi metrics to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
The increase is 6 percentage points, or 30% relative. Review sample uncertainty and whether consideration also moved. Investigate the funnel before claiming sales impact.