Best Practice Report

Brand Measurement Framework Deep Dive: Awareness

March 1st, 2019

Summary

The first step for B2B organizations hoping to attract buyers and drive adoption of their products and solutions is to create awareness in the market. Awareness is a prerequisite for building positive perception and preference — and turning prospects into customers. High levels of brand awareness compared to competitors strongly correlates with above-average business performance and with share of market. This report explains how to combine multiple metrics into tracking indexes for the two dimensions of awareness: reach and share of voice.

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