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Brand Awareness

Customer Satisfaction traditionally is viewed as a function of delivery i.e. what you promised the customer and what was delivered. The aspects judged are product and service interaction with customers with aspects of brand positioning / promise were not factored into into such assessments. In recent engagements, some of my clients were stumped by an […]

What is not in your consumer’s mind cannot be in her consideration set. Hence Awareness There are some common pitfalls in conducting awareness studies. Some interesting experiences below: 1) Define the category very sharply: Increasingly the market is getting fragmented into categories and sub categories. For example beverage was understood as a single category some […]