5 key indicators to measure the popularity of your brand
Are you in charge of a brand? Well, in that case, measuring its popularity is a key part of your challenges. Of course, you already know the classic indicators (top-of-mind brand awareness, aided brand awareness, etc.), but did you know that there are other, more concrete and more operational indicators out there? We’ll explain everything here!
Traditionally, when you measure brand awareness you often stick to carrying out an annual or quarterly study.
In the meantime, you just cross your fingers until you know whether the forecast is for tears in the corner or champagne in the office, depending on whether you’ve lost or gained awareness points.
This method has two major inconveniences:
It doesn’t give you enough warning, so you don’t have time to react in the event of significant variations in your brand awareness.
It lacks concrete and operational insights that would allow you to position yourself in a market and assess the real impact of the communication actions carried out.
The good news is that there are effective and efficient ways to measure your brand awareness in real time while also including additional indicators on top of the ones you already use.
You can then measure brand popularity by combining the brand awareness indicators with more operational KPIs.
Discover the 5 essential popularity indicators for your brand! We’ll explain why they’re so important and how to measure them.
Indicator #1 - Top-of-mind awareness
What is top-of-mind awareness?
We’re pretty sure you’ll know this one. It’s a little like the Holy Grail of brand awareness indicators.
For those who aren’t too sure what we’re talking about (no judgment here – pinky swear!), here’s a quick reminder.
Top-of-mind is the first mark that comes to mind for a surveyed individual.
It’s a key performance indicator to measure as it relies on consumer memory and spontaneity.
Basically, being the brand named most often as top-of-mind means you can sleep soundly knowing that you’ve got a clear advantage over your market competitors.
Of course, when your consumers find themselves in a purchasing situation, it means that they’ll more easily turn to your brand to fulfill their need, which your product or service responds to.
You get the idea: being a top-of-mind brand is a key challenge when it comes to ensuring successful business development.
Pretty interesting, right? So, how exactly can you measure top-of-mind awareness?
How to measure top-of-mind awareness
Just like for all other indicators we cover in this article, the measurement is taken by directly surveying your target audience.
By processing all responses together, you can then identify a top-of-mind awareness rate for all of the brands named by respondents.
Measuring top-of-mind awareness does have its own particular subtlety in that you absolutely must avoid biasing the responses.
If you talk about your brand before asking these questions, or for example if your logo is visible, you’re obviously going to influence the outcome.
That’s pretty obvious – and takes away the utility of the measurement!
To get a reliable measurement and to limit bias as much as possible, you should ask this question as early as possible in the questionnaire given to respondents.
Of course, you shouldn’t mention or suggest your brand, or any competitor brands, before getting the response.
Indicator #2 - Aided awareness
What is aided awareness?
Aided awareness is the indicator used to measure the recognition of your brand out of a group of competitor brands.
It’s an excellent way of evaluating brand awareness in comparison with direct competitors.
Has your young brand reached awareness that is comparable with long-standing stakeholders on your market? Is a newcomer threatening your established position?
Well, it’s thanks to this indicator that you’ll be able to identify which competitor brands are casting a shadow over you, or which may do so in the short or medium term.
Of course, the higher your aided awareness, the more likely it is that consumers remember your brand when considering purchases.
Aided awareness is therefore particularly important to monitor if you’re wanting to efficiently optimize your marketing funnel.
How to measure aided awareness
To effectively measure aided awareness, you’ll need to present your target audience with a list of several brands.
You then ask the respondents to name the brands that they know in this list.
Select your direct competitors and those that you suspect may join them in the near(ish) future. This way, you’ll be able to anticipate and counter any breakthroughs from them with the appropriate actions.
The aided awareness score is calculated by measuring the ratio of respondents who know the brand. You then compare this indicator with the average aided awareness score of the other brands listed to identify where your brand sits.
Here at Happydemics, we continuously measure aided awareness. You can then view its evolution over time, offering you a further advantage in terms of reactivity.
Top-of mind and aided awareness are well-known indicators, very commonly used. Yet, did you know that there are other indicators that will give you extremely concrete and operational data?
Thanks to them, you’ll be able to more precisely evaluate your popularity on the market and asses your actions in real time.
Indicator #3 - Memory of contact
What is memory of contact?
Memory of contact is a popularity indicator which measures overall brand visibility.
What does that mean in concrete terms?
Well, it means that you’ll identify which brands are most visible and most active on a market and over a given period. It therefore really depends on the intensity and performance of your communication actions over that time period.
Pretty interesting for explaining the impact of your campaigns, right?
Logically speaking, the memory of contact impacts each and every one of your brand’s awareness indicators. The more effective your communication work, the more your targets will have come into contact with your brand, and the more chance it will have of being named in spontaneous or aided awareness.
How to measure memory of contact
To measure memory of contact, you’ll need to survey your target audience and ask where they have seen, read or heard about a brand over a given period.
It’s key here to integrate competitor brands, so that you can evaluate each brand’s relative visibility.
By its very nature, brand visibility fluctuates a lot, as it’s influenced by several factors.
It’s therefore important to measure memory of contact fairly regularly, so that you can launch or adapt actions, basing your decisions on the freshest data possible.
Indicator #4 - Brand consideration
What is brand consideration?
With the consideration indicator, you can evaluate to what degree your brand is seen as a possible response to consumer needs.
When consideration for your brand is high, this means that it is identified as a persuasive solution in relation to the market you’re working in.
It pretty much goes without saying, but this indicator is super concrete and pertinent for evaluation your brand’s market potential!
To lead an effective marketing strategy, it’s crucial that you compare this indicator with your results for spontaneous and aided awareness.
Of course, it’s totally possible that your brand is really well-known on the market, but consumers don’t necessarily see it as being attractive.
It’s through consideration that you’ll be able to confirm whether your advertising actions are making your brand both visible AND desirable!
How to measure brand consideration
Consideration is measured by surveying your target audience on their capacity to see the brand as a potential solution to a need.
In most cases, you’ll simply get a rate representing the average consideration for your brand.
Here at Happydemics, we’ve chosen to measure consideration on a scale, so that the rejection and adherence for a brand can be highlighted and presented more clearly. We therefore offer two complementary indicators:
👉 The positive consideration rate
👉 The negative consideration rate
Indicator #5 - Purchase intent
What is purchase intent?
Purchase intent represents a brand’s capacity to be selected by a consumer in the purchasing phase.
There’s a pretty big clue in its name, so you’ll have understood that this indicator is directly linked to the real market potential of your brand.
Thanks to this indicator, marketing and sales teams can lead strategic and coherent actions based on the results obtained.
By tracking the evolution of purchase intent in real time, your marketing and sales teams can adapt their actions with greater flexibility.
You’ll even be able to maximize the results by capitalizing positive momentum, or you can make informed decisions to turn around a downwards trend.
We couldn’t be any closer to the act of purchasing, so your halo will be shining when you present this indicator in the next meeting!
How to measure purchase intent
To measure the purchase intent, you’ll survey your target audience by asking them to rate, on a scale from 1 to 10, the likelihood of them considering your brand when making a purchase.
In order to make it as reliable and relevant as possible, this indicator integrates three aspects into its evaluation:
The need: To what degree does the consumer perceive your brand as a viable response to a need?
The budget: To what degree does the cost paid by the consumer hinder (or encourage) the purchase?
The competition: How are other brands positioning themselves on your market in terms of awareness?
As we covered earlier in this article, the answers to these questions are also used for other brand popularity indicator measurements.
As for purchase intent, they allow the respondent to evaluate their purchase intent whilst bearing these contextual elements clearly in mind.
That’s why we recommend asking this question at the very end of the questionnaire.
The purchase intent is then calculated in the form of a rate corresponding to the strongest intents (between 8 and 10).
Measure and optimize your brand popularity with the Happydemics platform!
Picture this: You can automatically measure and track in real time the evolution of your top-of-mind awareness and even your purchase intent score.
Pinch yourself! See? You’re not dreaming, it’s possible with Happydemics!
3 good reasons to choose happydemics
✅ To collect data automatically
Set up your personalized dashboard by selecting the most relevant indicators for you and your brand.
✅ To react to your market in real time
Track the progress of these indicators continuously, meaning that you can react effectively and constantly advance in the market, getting ahead of your competitors.
✅ To improve your ROI
Adjust your communication strategies in line with your results, investing when and where you really need it.
Discover in 30 minutes how to implement these indicators and more!