Brand awareness in practice: what we measure and what you get
Brand awareness measurement shows how many people recall your brand without any help (top-of-mind / spontaneous awareness) and how many recognize it with a prompt (aided awareness). This tells you how strong your position is versus competitors and where it makes sense to invest in communication. The outcome is clear data, benchmarking and recommendations for increasing awareness in a targeted way.
Quick summary:
- top-of-mind = the brand that “comes up first”
- spontaneous awareness = recall without prompting
- aided awareness = recognition / “I’ve heard of it”
- competitor comparison (benchmark)
- identification of segments with the highest growth potential
- a foundation for marketing strategy and campaign evaluation
- suitable for tracking changes over time
- outputs usable for management and the marketing team
- option to build on brand perception and evaluation
What you’ll decide faster and with more confidence
- You’ll see the real strength of your brand in people’s minds—numbers for top-of-mind, spontaneous and aided awareness, not just a “market feel”.
- You’ll benchmark against competitors—who is the customer’s “default choice”, and where you lose the less engaged buyers.
- You’ll focus investment where it pays off—identify customer segments
where awareness limits growth and where it’s worth pushing communication or distribution harder. - You’ll verify the impact of campaigns and communication—use the measurement as a baseline, then track what improved and what didn’t.
- You’ll get interpretation and recommendations, not just tables—we put results into market context and outline how to increase brand awareness.
When to use brand awareness measurement—and who it helps on your team
You need to know whether your brand is “top of mind” for the target audience—and whether people consider you on par with key competitors. The measurement shows what share of the market recalls you without prompting and how many people at least recognize your brand.
Brand awareness measurement typically makes sense when you’re building or updating your marketing strategy, planning larger communication investments, benchmarking against competitors, or when you need to track brand development over time. It often delivers the most value when combined with brand perception and evaluation because then you know not only how many people know you, but also why they do (or don’t) choose you.
Who it’s for
For marketing and brand teams that need to justify budgets and campaign direction, for management (clear benchmark and trend), and for teams deciding on growth and target audiences—especially when they rely on Brand & market analysis as a whole.
Why NMS—and what you’ll get
We measure your brand awareness so you get clear numbers for top-of-mind, spontaneous and aided awareness, plus competitor benchmarking—including a view by key segments. You’ll receive a clear, decision-ready output: what’s happening in the market, where you have room to grow, and where it makes sense to invest.
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Questions & answers
What is brand awareness measurement?
It’s research that shows how many people recall your brand without prompting (top-of-mind / spontaneous awareness) and how many recognize it with a prompt (aided awareness).
What’s the difference between top-of-mind, spontaneous and aided awareness?
Top-of-mind is the first brand that comes to mind. Spontaneous awareness is recall without prompting. Aided awareness verifies whether people have heard of / recognize the brand.
When does it make sense to measure brand awareness?
Typically before strategy planning, before/after major campaigns, when entering a market, after a rebrand, or when you want to track development over time.
Can this be combined with brand perception research?
Yes—it’s highly recommended. Awareness tells you “how many people know you”; perception adds “how they evaluate you and why”. It naturally builds on brand perception and evaluation.
Will I get only data, or also recommendations?
The goal is to deliver not only results, but also interpretation and recommendations on how to increase awareness in relevant groups.
Can you target a specific market segment?
Yes—we can target samples very precisely, including through co-ownership of the largest online panel in the Czech Republic.
How often should we repeat the measurement (tracking)?
It depends on market dynamics and marketing intensity. For tracking, regular repetition makes sense so you can read trends and the impact of changes reliably.
Will this help me evaluate campaigns as well?
Yes—changes in brand awareness are a useful signal of whether communication is increasing awareness in the target group.
