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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。

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How measuring awareness can help your brand marketing

Every brand wants to be what Kleenex is to tissue, Chapstick to lip balm, Band-Aid to adhesive bandages, Jell-o to gelatin, Google to web searches, Coke to cola (no offense, Pepsi).

Getting a brand to become synonymous with a whole category is the ultimate achievement in brand awareness, the measurement of how much customers know a product or service. That’s where the phrase ‘top of mind’ comes from: These brands are the first thing that comes to mind when a consumer thinks of a certain product category, even before the actual product name. Brand awareness, therefore, is a very important measurement for any kind of business.

If you need information to understand it better, want to know how to measure and build brand awareness, and need tips on how engage in brand marketing in order to increase the consumers’ awareness of your brand, you’re in the right place.

A simple definition of brand awareness is that it is the extent to which consumers are familiar with your product or service. It’s clearly one of the first steps in a marketer’s road to success: They need to make sure consumers know their brand and, hopefully, prefer it over the competition when making a purchase.

Is your brand the first one that comes to mind when someone wants to buy a laptop? Hire a website developer? Buy furniture?

You need to make this kind of measurement to know how visible (or invisible) you are in the eyes of consumers in your target market. With this knowledge, you will be better prepared to decide on a brand marketing strategy that will help you in building a brand and, in the end, getting actual (foot or web) traffic to your store.

Unfortunately, the truth is that most marketers don’t know how to accurately measure brand awareness, as we found out through one of our own surveys: 76% of respondents admitted not knowing what percentage of their target market was aware of their brand, and nearly 70% confessed they didn’t know how to find this out.

Online brand awareness surveys can be a powerful tool to solve this conundrum, as we will see below. But first, let’s look at the two fundamental concepts necessary to understand brand awareness.

There are two basic measurements that you need to make in a brand awareness survey: Brand recall and brand recognition.

Brand recall is the consumers’ ability to remember your brand without help. As you can imagine, it’s a very valuable achievement for any company and a good measure of brand power. It gives you a clear view of how well consumers know your brand, because they are not biased by seeing or hearing your company name right away.

Brand recognition is your consumers’ ability to recognize your brand when sandwiched in the middle of a list of other alternatives. Once you know whether your consumers have your brand in mind, you can start comparing its performance against direct competitors.

Now that you understand these two key measurements, you need to know how to ask brand awareness survey questions that will show you how your brand is performing along those metrics.

In fact, there’s a specific kind of question for each of them: They are called unaided and aided brand awareness survey questions. Let’s look at their definitions and some examples.

Unaided brand awareness definition: A measure of the number of people who express knowledge of a brand or product without prompting (brand recall).

Here’s an example of an unaided question:

When you think of canned soup, what brands come to mind?

This type of question usually requires an answer written in a text box.

Aided brand awareness definition: The number of people who have some level of knowledge of a brand or product when prompted.

Aided questions mention your own brand to measure how it stacks up against competitors. For example:

Have you heard of Progresso?

You could follow up with other similar questions like the following:

  1. Which of the following brands of canned soup have you purchased?
  2. Which of the following brands of canned soup do you currently have in your home?

Note that there’s an “Other (Please specify)” option at the end of the list. Part of writing a good survey is making sure you never force respondents to choose an answer that doesn’t reflect how they really feel. (And you want to make sure you haven’t overlooked any other relevant brands.)

Once you start measuring your brand awareness, recall and recognition—and you should do it often to be able to track their evolution—you’ll probably need some tactics to make sure those metrics improve constantly.

We have a very useful blog post on how to use brand marketing to increase your brand awareness and grow your business. Here’s a summary of the tips:

  1. Make sure that your brand has a unique personality that will not be mistaken for any other.
  2. Be consistent in using your brand image, including logo, colors, design, etc.
  3. Launch a referral program offering rewards to existing customers for bringing their connections into the fold.
  4. Organize and host events where people who should know about your brand get exposed to it directly.
  5. Keep a blog with quality content related to your business, including infographics, videos, and articles.
  6. Post often on social media and keep a conversation going with customers and ‘influencers.’
  7. Optimize your web content for search engines, so that customers will find you when looking up information related to your business.
  8. Use paid search ads to have your website displayed prominently when people are looking for related information.

We have even more resources for you to learn about how to use online market research surveys in your brand marketing efforts. You can use surveys to know as much as possible about your brand and how your customers see it.

Check out the following pages to read in-depth about additional brand marketing concepts.

品牌行銷經理

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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。

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