Brand Consideration

Intermediate 📣 Marketing / Advertising

Definition

Whether people would actually consider buying your brand when making a purchase decision, sitting between awareness and conversion like a very uncertain middle ground.

Example Usage

Our brand awareness is 60%, but our consideration is only 8%, which means people know us but definitely don't want to buy from us.

Origin

Marketing funnel research metric that measures intent beyond basic awareness

Fun Fact

The gap between awareness and consideration is where most brands die, revealing that being famous and being liked are completely different things

Source: Brand Tracking Research methodology

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