BRAND RESEARCH
If people do not know your name, they cannot choose you.
Three levels of awareness
Top-of-mind
The first brand named when you ask about a category.
Unaided
Brands people recall with no prompt.
Aided
Brands people recognise from a list.
Beyond awareness
Knowing the name is step one. A good study also asks whether people trust it, would try it and would recommend it.
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Also read: Customer satisfaction scores · Our books