產品

SurveyMonkey 能滿足各種使用案例和需求。歡迎探索我們的產品,瞭解 SurveyMonkey 能為您提供什麼協助。

從全球首屈一指的線上調查問卷中,獲取以資料為導向的深入分析。

可與超過 100 款應用程式和外掛程式整合,讓您事半功倍。

建立並自訂線上表單,以收集資訊和付款方式。

利用內建的 AI 打造更優質的調查問卷並快速獲得獨到見解。

依實際需求量身打造解決方案,滿足您所有的市場研究需求。

範本

測量客戶對貴公司的滿意度和忠誠度。

瞭解如何讓客戶滿意,使他們成為您忠實的擁護者。

取得可化為實際行動的深入解析,以改善使用者的體驗。

向潛在客戶、受邀人等對象收集聯絡資訊。

輕鬆收集並追蹤活動邀請回函。

瞭解參加者的需要,使下一場活動更成功。

發掘能提升員工參與度並改善績效的深入解析。

瞭解與會者的想法和意見,把下一場會議辦得更好。

運用同儕意見回饋來協助員工改善績效。

打造更好的課程並改善教學方法。

瞭解學生對課程資料和教學狀況的評價。

瞭解客戶對您的新產品構想有何看法。

相關資源

使用調查問卷和調查資料的最佳實務

有關問卷調查、給企業的訣竅及其他主題的內容,都在我們的部落格。

SurveyMonkey 的使用教學與指南。

頂尖品牌如何透過 SurveyMonkey 推動成長。

How to measure and improve your brand awareness

Brand awareness is the extent to which people in your target market are aware of your business, products, or services. If your business has high brand awareness, customers are more likely to look for your brand when they go to make a purchase, which gives you a competitive advantage over less familiar alternatives.

Let’s take a closer look at the types of brand awareness and why they matter, as well as the different ways you can measure and increase brand awareness with surveys.

Brand awareness encompasses two metrics: unaided brand recall and aided brand recognition. Unaided brand awareness measures the number of people who can recall your business, products, or services when they think of your product category. Aided brand awareness measures the number of people who can recognize your brand in a list of brand names.

While both metrics help you gauge how effective your marketing efforts are, unaided brand awareness is often a more powerful indicator of purchasing behavior than aided brand awareness. If your brand is popular enough to come to mind when people think about your product category in general, then your business has strong brand equity that it can use to boost profit margins.

Businesses can turn to brand awareness to both measure the effectiveness of their marketing campaigns and benchmark their brand equity. Brand awareness metrics help you understand the consumer behavior of your target market, plan marketing campaigns based on that behavior, manage your brand, and develop long-term marketing strategies.

Say, for example, that your business ran a series of online advertisements to promote a new brand of bottled water. To tell if the marketing campaign was effective, you could measure people’s awareness of your brand as a bottled water company. If brand recognition is high, your campaign was effective. If brand recognition is low, your business might have to take a new marketing approach.

Build your campaigns on solid data with professional market research services.

Brand awareness is the foundation of brand equity, which is the extra value that a business gets from selling a product with a recognizable name, compared to the generic alternative. Once a customer is aware of your brand, they’ll begin to seek you out, and then to prefer you to other brands. Brand equity makes it easier to charge higher prices for products, retain customers, and expand your product line.

Even though SurveyMonkey has found that 80% of marketers think measuring brand awareness is “extremely” or “very” important, few know how to use it to judge the success of their marketing campaigns. More than 75% of marketers say they don’t know how many people in their target market are aware of their brand, and almost 70% say they don’t even know how to measure brand awareness.

Luckily, it’s easy to test your target market with a brand awareness survey. This survey should include both open-ended and multiple-choice questions so you can gauge unaided and aided brand awareness. To ensure your results are statistically significant, use SurveyMonkey Audience to find a representative sample of your target market.

In open-ended questions, ask respondents to recall brand names, brand attributes, and other product category associations. These questions give you insights into how your target market views your business, products, or services in the most general sense. Ask open-ended questions first, so that the content of your other questions doesn’t influence the results.

Here’s an example of an open-ended brand awareness question:

What bottled water brands are you familiar with? (Please type your answers in the box below)

In multiple-choice questions, on the other hand, you’ll want to test whether respondents can recognize your brand in a list of your competitors’ names. Here’s how that might look:

Which of the following bottled water brands have you heard of? (Select all that apply)

  • Aquafina
  • Dasani
  • SmartWater
  • [Insert your brand name]
  • Fiji

You may also want to include questions that dive deeper into your competitors’ brand awareness. These competitive insights give you an edge on your competition and help you come up with marketing strategies that are more responsive to current market conditions.

Ready to find out where your business stands on brand awareness? Get started with our brand awareness survey template.

The results of your brand awareness survey will help you come up with effective strategies for increasing your brand awareness. If the conditions are right, any kind of marketing can increase brand awareness. Here are just a few ideas: 

Social media is a particularly effective way to grow your brand awareness, since it makes it easy to build customer networks and spread information about your brand to new people. In fact, more than 50% of your brand’s reputation now comes from online sociability. A social campaign like a contest or a brand hashtag is a great way to help your brand go viral. Plus, you can use your social media platforms to show off your brand’s voice and continuously engage with customers.

Sponsoring events guarantees that your name will get in front of a large number of people in your target market. For example, Gatorade sponsors large events, like the Ironman World Championship, smaller local events, like half marathons, as well as the Player of the Year high school athlete contest. This not only connects Gatorade with people in its target market, it also helps the brand become associated with the event’s personality, including characteristics like endurance, excellence, and dedication.

Like sponsoring events, collaborating on guest content introduces your brand to new audiences. Whether you’re guest posting a blog or inviting an influencer to contribute on your own company blog, it’s an opportunity to build brand awareness and industry relationships simultaneously. Make it a point to diversify your content by creating videos, infographics, and guides that can be easily shared on your social media and your partner’s. Above all, make sure your guest content is unique, helpful, and representative of your brand.

No matter what brand awareness strategy you try, be sure to benchmark all of your marketing campaigns by routinely testing your target market with a brand awareness survey. This can be done on a schedule (for example, biannually) or after specific marketing campaigns to evaluate their impact. By measuring your brand awareness at least two times a year, you can build more effective marketing strategies that are firmly grounded in up-to-date metrics.

品牌行銷經理

品牌行銷經理可利用此工具組來瞭解目標受眾、推動品牌成長並增進投資報酬率。

查看 SurveyMonkey 消費性產品與服務解決方案

消費性產品與服務產業 (包括 CPG、旅遊及餐旅) 都依賴 SurveyMonkey 的深入解析來決定未來的發展。

探索 SurveyMonkey 零售解決方案

瞭解 SurveyMonkey 如何幫助零售公司應對千變萬化的市場趨勢、開發讓客戶滿意的產品,並創造能吸引廣大粉絲的品牌。

查看 SurveyMonkey 專業服務公司解決方案

查看專業服務組織如何使用 SurveyMonkey 獲得客戶和市場深入解析。