A Correlative Analysis of Brand Awareness And Market Share Quantitative Assessment

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Top of mind awareness ( TOMA ) is an effective metric that assesses how many respondents identify a particular brand as the first when asked to categorize their products. TOMA is a potent harbinger of brand success because the first mentioned brand clearly has an advantage in consumer purchase decisions. ..........................................

In the specific case of brand recall, a direct action can be taken by conducting impromptu surveys in which respondents are asked to categorize all of the brands by name. A method called aided recall, however, involves including the brand name in the survey list and asking respondents if they recognize it. These strategies offer a clear understanding of both consumers ' unprompted and prompted awareness of brands, as well as an objective view of the consumer's brand space. ...........................