ICS03.140
National Standard of the People's Republic of China
GB/T39071—2020
Brand evaluation
Guidelines for consumer perception measuring
Brand evaluationGuidelines for consumer perception measuring2020-07-21Issued
State Administration for Market Regulation
Standardization Administration of the People's Republic of China
Issued
2021-02-01Implemented
Foreword
Introduction
Scope
Normative references
Terms and definitions
Brand perception index measurement methods
General principles
Brand awareness measurement methods
Brand recognition measurement methods
Brand reputation measurement methods
Brand loyalty measurement methods
5 Measurement procedures
Questionnaire Design
Sampling plan design
Selection of questionnaire collection method
Questionnaire collection
Result measurement
6 Result application
Appendix A (Informative Appendix)
Appendix B (Informative Appendix)
Appendix C (Informative Appendix)
References
Questionnaire design
Determination of thresholds and key points
Brand evaluation case
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GB/T39071—2020
Foreword
This standard was drafted in accordance with the rules given in GB/T1.1-2009. This standard was proposed and managed by the National Technical Committee for Brand Evaluation Standardization (SAC/TC532). GB/T39071—2020
Drafting units of this standard: China National Institute of Standardization, North China University of Technology, China Brand Building Promotion Association, Anhui Guoke Testing Technology Co., Ltd., Shanghai Quality Association, Shenzhen Chain Operation Association, Shenzhen Retail Industry Association, Bama Tea Co., Ltd., Qingdao Cigarette Factory of Shandong China Tobacco Industry Co., Ltd., Inner Mongolia Yili Industrial Group Co., Ltd., Bright Dairy Co., Ltd., Chengdu Futong Optical Communication Technology Co., Ltd., Shijiazhuang Junlebao Dairy Co., Ltd., Joyoung Co., Ltd., Shandong Provincial Institute of Standardization The main drafters of this standard: Cai Huali, Zhou Yun, Lv Anran, Shao Dongliang, Guo Zheng, Zhang Jingshu, Hua Tao, Su Liming, Xie Yongming, Wu Qingbiao, Hou Yingying, Qiao Huifang, Zhang Fenghua, Liu Weide, Liu Huiping, Chai Yanbing, Han Run, Duan Qi, Wu Fang, Wang Qianqian, Sun Liangquan, Liu Shixin, Lian Shibin, Liu Xinxin, and Sun Qing.
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GB/T39071—2020
The key role of a brand is to trigger consumer associations and purchases, which is first based on consumer perception. Therefore, it is necessary to measure consumer perception and calculate the results of brand perception indicators to accurately evaluate the brand. This standard provides methodological guidance for measuring consumer perception of brands
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1 Scope
Guidelines for measuring consumer perception of brand evaluation
GB/T39071—2020
This standard provides guidance on the measurement methods, measurement procedures and application of results of brand perception indicators based on consumer perception. This standard applies to the measurement and analysis of a single brand perceived by consumers. 2 Normative references
The following documents are essential for the application of this document. For any dated referenced document, only the dated version applies to this document. For any undated referenced document, its latest version (including all amendments) applies to this document. GB/T29185 Brand Value Terminology
Terms and Definitions
Terms and definitions defined in GB/T29185 and the following terms and definitions apply to this document. 3.1
organization
Organization
A person or group of people with their own functions and responsibilities, authorities and relationships to achieve their goals. [GB/T190002016.Definition 3.2.1]
Consumer perception
consumerperception
Consumers' feelings and perceptions of objects through their sensory organs. Note: Sensation is the reflection of the individual attributes of objective things that directly act on the sensory organs by the human brain; perception is the overall reflection of the various attributes and parts of the stimulus by the human brain. Perception is the process of processing and interpreting sensory information. 3.3
Brand self-communication
Fbrand self-communication
The phenomenon of spontaneously spreading a brand among consumers or the media without any commercial support. 3.4
Brand self-communication rate
brandself-communicationrate
In a specific survey sample, the proportion of brand self-communicators (3.3) to the number of consumers who know the brand. 4 Brand perception index measurement method
4.1 General
Brand perception indicators include brand awareness, brand recognition, brand reputation and brand loyalty. According to the characteristics of the object being evaluated, determine the statistical sampling stratification rules for the measurement of perception indicators. The steps are: a) First measure the brand perception index of each layer of consumer samples; b) Take the proportion of stratified consumers to the total number of consumers as the weight, and calculate the perception index of the overall sample by weighted summation. 1
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2 Brand awareness measurement method
The brand awareness of the i-th layer sample is shown in formula (1): q
X100%
After stratification, the measurement formula of the brand awareness of the brand is formula (2): %××100%=
Cj.x100%
Where:
Brand awareness of the i-th layer sample;
The number of consumers who know the brand in the layer sample; The number of consumers in the layer sample;
Brand awareness:
Total number of consumers.
4.3 Brand awareness measurement method
（2）
Divide the multiple questions in the questionnaire into several equidistant levels. From low to high, it is a process of consumers' awareness of the brand increasing step by step. Among them, the degree reached by a certain consumer is represented by X. A sampling survey of the target market composed of n consumers can estimate the average awareness of the entire target market. R·The average brand awareness is the brand awareness. The brand awareness of the i-th layer sample is shown in formula (3): r
X100%
Combined stratification, the measurement formula of the brand awareness of the brand is formula (4): R
Where:
Brand awareness of the i-th layer sample;
Cqixr
The number of consumers who know the brand in the i-th layer sample;X
A certain consumer in the i-th layer sample reaches any level of awareness; Brand awareness:
Total number of consumers;
The number of consumers in the i-th layer sample.
Brand reputation measurement method
The brand reputation of the i-th layer sample is shown in formula (5): m
×100%
After merging and stratifying, the measurement formula of the brand reputation of the brand is formula (6): 1××100%
××100%
Taiwan Q
Where:
Brand reputation of the i-th layer sample;
QTaiwan
: (3)|| tt||（4）
（5）
-（6）
Number of self-disseminators in the i-th layer sample (the number of consumers who have received recommendations and have recommended the brand to other consumers); nrKaeerKca-
j: ——the number of consumers who know the brand in the i-th layer sample; M
Brand reputation;
Number of consumers in the i-th layer sample;
——the total number of consumers.
5 Brand loyalty measurement method
GB/T39071—2020
The sample in the first layer is E, and consumers have purchased products of this brand. There are F, consumers who meet the conditions of brand loyalists. The loyalty of this brand in the first sample is shown in formula (7): F
X100%
After merging and stratifying, the measurement formula of brand loyalty of this brand is formula (8): 5F
×100%=
Where:
Brand loyalty of the first layer sample;
19XF
Q台
E, the number of consumers who meet the conditions of brand loyalists in the sample; E
The number of consumers in the first layer who have purchased products of this brand; L——brand loyalty;
The number of consumers in the first layer sample;
The total number of consumers.
Measurement procedure
Questionnaire design
X100%
（7)
The same questionnaire includes questions related to brand perception indicators. The options are divided into four categories: "yes or not", "ladder", single choice and multiple choice. For the design ideas and specific questions of the questionnaire, please refer to Appendix A. 5.2 Sampling plan design
Stratified random sampling according to consumer size. 5.3 Questionnaire collection method selection
Based on the characteristics, type, mobility and group proportion of the industry to which the survey subjects belong, one or more of the following methods are selected, but not limited to on-site survey, online survey, telephone survey, etc. 5.4 Questionnaire collection
Screen, enter and code the questionnaires according to the sample validity rules. 5.5 Result measurement
Measure the brand's popularity, recognition, reputation and loyalty according to the formula in Chapter 4 to obtain the brand perception indicator value. Application of results
Compared with the threshold of brand perception indicators (see Appendix B), organizations can apply the measurement results but are not limited to: 3
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Evaluation of the organization's brand building work;
Inspection of brand management health;
Formulation of brand strategy, communication strategy and positioning; brand ranking, sorting, etc.
See Appendix C for evaluation cases.
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A.1 Brand awareness
Appendix A
(Informative Appendix)
Questionnaire design
Brand awareness reflects consumers' awareness of the brand Question: Do you know the ×× brand?
A. Yes
Brand awareness
B. No
The question design of brand awareness adopts Thurston equal interval scale method, and the steps are: a)
GB/T39071—2020
Through consumer interviews and literature analysis, as much cognitive information about specific brands as possible is collected, and this information is expressed in declarative sentences one by one, such as "the main product sold by this brand is soap" and "the location of this brand is Guangzhou", etc. Consumers can know as many as hundreds of information about a brand; b)
The above declarative sentences are further divided into several groups according to the frequency of consumers' mentions. The more times they are mentioned, the easier it is to understand, or it can be considered that the cognitive difficulty is not great;
The declarative sentences are turned into interrogative sentences, and the alternative answers include the correct options; the declarative sentences are equally assigned from easy to difficult, and the declarative sentences within the group can be further subdivided and assigned; what is presented is a "step-by-step" scale, and the questions are arranged from easy to difficult from top to bottom according to the difficulty, and the corresponding degree can be divided equally or unequally.
The specific number of questions to be designed is determined by the organization according to the accuracy of the survey. For examples, see Table A.1. Table A.1 Brand Awareness Question Design
Serial number
Question
Select from top to bottom
(If you are not sure, you can choose not to select)
Except for knowing the brand name, you know nothing about the brand. What are the main products sold by a certain brand
Where is the location of a certain brand
What is the slogan of a certain brand
What is the business style of a certain brand
What are the values ??of a certain brand
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Corresponding degree of awareness
100%
GB/T39071—2020
A.3 Brand Reputation
The question of brand reputation is a conditional choice question, which is divided into two steps. First, determine how much of their knowledge of the brand is not from the organization's active communication. The rest can be regarded as consumers' active acquisition or communication between them. This is a conditional question. After meeting this condition, proceed to the next step, that is, whether the consumer recommends it to others to determine whether the consumer is a self-disseminator. Secondly, calculate their ratio to obtain the brand self-dissemination rate. Question 1: Which of the following channels (multiple choices) do you know about the ×× brand? A. Learn about the brand from the experience of using the product. B. Learn about the brand from the manufacturer's promotional materials, videos and other advertisements (including embedded advertisements). C. Learn about the brand from the introduction and recommendation of others (non-salesmen). D. Learn about the brand from the introduction of salesmen or promoters. E. Learn from other channels.
Question 2: Have you mentioned or recommended the ×× brand to others? A. Never mentioned it.
B. Mentioned it but not recommended to others.
C. Recommended it before, but not many times.
D. Recommended to others frequently.
A.4 Brand Loyalty
The measurement of brand loyalty is mainly to calculate the proportion of brand loyalists. The behavior of brand loyalists is repeated purchases due to the brand, and they are regarded as continuous consumers. Brand loyalists should be consumers who have purchased products. Therefore, it is composed of exclusive questions and selection questions. Brand loyalty only calculates continuous consumption behavior, but there are great differences between industries. In some industries, the amount of consumption is small at a time, but the frequency of consumption is very large, such as catering and food. In some industries, the amount of consumption is large at a time, but the frequency is very small, such as wedding and love products, automobiles, etc. The options for calculating loyalty need to be determined according to the characteristics of the industry in which the brand is located. Generally, the options for fast-moving consumer goods brands are: the proportion of consumers who choose A in the second question and E in the second question is the repeat purchase rate. As the consumption frequency decreases, the range of options continues to expand. For brands in the automobile industry, the options are: the proportion of consumers who choose A in the first question and B, C, D, and E in the second question. It is believed that as long as consumers still choose this brand when buying a car for the second time, they are loyal to this brand. Other types determine the frequency of loyalists based on the average repeat purchase rate of their industry. Question 1: Have you ever purchased products of brand ××? A.Yes
B.No
Question 2: How often have you bought products of brand XX? A.Only once, and never again. B.Twice, only occasionally
C.Bought three times in a row, and also bought similar products from other brands, but bought more products from this brandD. Bought four times in a row, and also bought products from other brands. E. Bought products from this brand five times or more in a row, and basically did not buy similar products from other brands. 6
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B.1 Threshold range and nature of popularity
B.1.1 General
Appendix B
(Informative Appendix)
Determination of thresholds and key points
GB/T39071—2020
A brand has to go through five key points and six stages of different natures in the process of gaining extremely high popularity, and the role of the brand in each stage is also different. The range between key points is called the brand threshold range, which represents that within a certain range of popularity values, different brands have the same functions and properties and perform similarly.
B.1.2 Popularity ≤ 4.69%
Brands whose popularity has been below 4.69% for a long time are brands that the company has not made special efforts to gain corporate popularity. The reason why they have a little popularity is that consumers have naturally acquired knowledge of the product through experience during the marketing process. This popularity has almost no influence and has little impact on consumers. It cannot even be a marketing tool. The company may still be in the stage of pursuing sales volume, and marketing still relies on non-brand marketing tools such as channels, products, and prices. The nature and role of popularity at this stage are extremely weak. Because popularity is relative to the scope of popularity, when determining the nature of popularity, it is necessary to prefix the specific scope. A brand in a very small area has a high popularity in the area, but it has a low popularity when placed in a larger area, and it may be negligible for the whole country. Most of the old student numbers are very regional and have a high popularity in the area where they are located. However, the use and purchase of the brand's products are often concentrated in the area where they are located. Consumers in other regions know little about the brand, so the national popularity is very low. For example, the brand's popularity in Beijing has reached 38.13%, but consumers in other regions outside Beijing are unfamiliar with it, and its national popularity is only 1.30%. It can be said that the brand has gained a high popularity in Beijing, but in the whole country, the brand's popularity is very small and its influence is negligible. It is a typical regional brand.
B.1.34.69%<Popularity≤16.13%
The first key point of popularity is 4.69%. When the popularity exceeds 4.69%, the nature of the brand begins to change. Brands with a popularity of 4.69% to 16.13% are generally organizations that make efforts to gain popularity. However, popularity alone is far from enough. The key is to gain a certain reputation. Popularity is only a process before reputation. The nature of popularity at this stage has become effective, which has a significant role in promoting marketing. More than half of consumers have the willingness to further recognize and also show a preference for purchasing similar products. However, this preference is still relatively weak, and is limited to the obvious preference for the same quality, same price, and similar packaging. The impact on heterogeneous, different prices, and even different styles of similar products is not obvious. The role of brand awareness on marketing at this stage is still limited. B.1.416.13%<Awareness≤37.5%
The second key point of brand awareness is 16.13%. This key point means that when the brand awareness reaches 16.13%, half of the consumers have a deep understanding of it, showing a clear willingness to buy heterogeneous, different prices, and even different styles of similar products, forming a brand preference. When the brand awareness exceeds 16.13%, the brand begins to appear in a wide range of consumers. A considerable number of consumers begin to have a deep understanding and cognition of information such as products, companies, and brand connotations. It can be said that the brand at this time has a fairly good consumer knowledge foundation and begins to have deep cognition. The increase in brand awareness at this stage is accompanied by the growth of cognition and reputation, and the brand has a more obvious role in promoting marketing.
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B.1.537.50%Awareness61.8%
The third key point of awareness is 37.50%. This key point is that more than half of the consumers are very familiar with it. Not only do they have a deep understanding, but they can also identify the logo and roughly describe the advertising content, brand connotation or product style, which has created a clear consumer segmentation. If there is a corresponding degree of awareness, the brand will generally have a certain degree of association, making brand extension possible. At this time, the brand has an influence on consumer choice preferences. Its nature is a useful competitive tool and its role in competition is obvious. B.1.661.80%<Awareness84.45%
The fourth key point of awareness is 61.80%. Brands that reach more than 61.80% can be called high-profile brands, which have a sufficient basis for consumer cognition and association. If there is a sufficient basis for awareness, it is very likely to produce self-propagation. More than half of the consumers show obvious preference for choice. In the purchase choice of similar products in the unprompted situation, more than half of the consumers will choose brands with this stage of popularity as the main option.
At this time, the brand's popularity is already saturated enough. The main communication content is the prompt type, and the purpose is to maintain popularity. The focus of brand management can be placed on public relations activities and other content that promotes the formation and development of reputation. The density of advertising activities can be gradually reduced without too much investment.
B.1.7 Popularity>84.45%
The fifth key point of popularity is 84.45%. Brands that reach more than 84.45% have gained extremely high popularity and become well-known brands to the public. At this time, the brand is quite influential in the industry, and more than half of the consumers are very familiar with its advertisements or brand connotations. If the brand with this stage of popularity is supported by sufficient reputation, it generally has high brand loyalty, which means that the brand has a strong ability to resist risks and a high repeat purchase rate. The brand is not easy to decay. Even if advertising is no longer used, the brand will still exist among consumers for a long time. B.2 The range and nature of the value of awareness
The range of awareness does not exist independently. It is meaningless to simply study the absolute value of awareness, that is, there is no awareness that exists independently of popularity. The threshold of awareness is determined relative to the popularity. Therefore, the threshold of awareness is the ratio to popularity, and the results can be simply divided into two types: effective and insufficient. In actual operation, the threshold range of awareness is generally divided into three parts. If the ratio of awareness to popularity (α) is lower than 33.33%, the brand communication effect is insufficient, if it is higher than 50%, the brand communication effect is sufficient, and if it is between the two, the communication effect is general. That is: R
α=×100%
Where:
R—brand awareness;
Z—brand popularity.
Situation ①α≥50%Awareness is effective and the communication effect is sufficient. Situation ②33.33%<α<50%Awareness is general and the communication effect is general. Situation ③α≤33.33%Awareness is insufficient and the communication effect is insufficient. .B.1)
If a brand has 5% popularity, the effective range of awareness is 40% of the popularity, that is, awareness above 2% is effective, and awareness below 2% is ineffective. If a brand has 40% popularity, the awareness should be above 16%. Awareness below 16% is ineffective but effective. The nature of awareness depends entirely on its ratio to popularity, and has little to do with its absolute value. The same applies to other awareness.
nKaeerKAca-Brands below 69% are those that have not made special efforts to gain corporate awareness. The reason why they have a little awareness is that consumers naturally gain knowledge of the products through experience during the marketing process. This awareness has almost no influence and has little impact on consumers. It cannot even be a marketing tool. The company may still be in the stage of pursuing sales volume, and marketing still relies on non-brand marketing tools such as channels, products, and prices. The nature and role of awareness at this stage are extremely weak. Because awareness is relative to the scope of awareness, when determining the nature of awareness, it is necessary to prefix the specific scope. A brand in a very small area has a high awareness in the area, but it has little awareness when placed in a larger area, and it may be negligible for the whole country. Most of the old student numbers are very regional and have a high awareness in the area where they are located. However, the use and purchase of the brand's products are often concentrated in the area where they are located. Consumers in other regions know little about the brand, and the national awareness is very low. For example: the awareness of a certain brand in Beijing has reached 38.13%, but consumers in other regions except Beijing are very unfamiliar with it, and the national awareness is only 1.30%. It can be said that the brand has gained a high degree of popularity in Beijing, but in terms of the national scope, the brand is not well-known and has little influence. It is a typical regional brand.
B.1.34.69%<Popularity≤16.13%
The first key point of popularity is 4.69%. When the popularity exceeds 4.69%, the nature of the brand begins to change. Brands with a popularity of 4.69% to 16.13% are generally organizations that make efforts to gain popularity. But popularity alone is far from enough. The key is to gain a certain reputation. Popularity is only a process before reputation. The nature of popularity at this stage has become effective, which has a significant role in promoting marketing. More than half of consumers have the willingness to further recognize and also show a preference for purchasing similar products. However, this preference is still relatively weak, limited to the choice of homogeneous, same price, and similar packaging. There is a relatively obvious preference, and the impact on heterogeneous, different prices, and even different styles of similar products is not obvious. The role of popularity at this stage in marketing is still limited. B.1.416.13%<Awareness≤37.5%
The second key point of awareness is 16.13%. This key point means that when the awareness reaches 16.13%, half of the consumers have a deep understanding of it, showing a clear willingness to buy similar products of different quality, price, and even style, forming a brand preference. When the brand's awareness exceeds 16.13%, the brand begins to appear in a wide range of consumers, and a considerable number of consumers begin to have a deep understanding and cognition of information such as products, enterprises, and brand connotations. It can be said that the brand at this time has a fairly good consumer knowledge foundation and begins to have deep cognition. The increase in awareness at this stage is accompanied by the growth of cognition and reputation, and the brand's role in promoting marketing is more obvious.
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B.1.537.50%Awareness61.8%
The third key point of awareness is 37.50%. This key point is that more than half of the consumers are very familiar with it. Not only do they have a deep level of cognition, but they can also identify the logo and roughly describe the content of the advertisement, the brand connotation or the product style, which has created a clear consumer segmentation. If there is a corresponding degree of cognition, the brand will generally have a certain degree of association, making brand extension possible. At this time, the brand has an influence on consumer choice preferences. Its nature is a useful competitive tool and its role in competition is obvious. B.1.661.80%<Awareness 84.45%
The fourth key point of awareness is 61.80%. Brands that reach more than 61.80% can be called high-awareness brands, which have a sufficient basis for consumer cognition and association. If there is a sufficient basis for cognition, it is very likely to produce self-propagation. More than half of the consumers show obvious choice preferences. In the purchase choice of similar products in an unprompted situation, more than half of the consumers will take brands with this stage of awareness as the main option.
At this point, the brand's popularity is already saturated enough, and the main communication content is in the form of reminders, with the purpose of maintaining popularity. The focus of brand management can be placed on public relations activities and other content that promotes the formation and development of reputation. The density of advertising activities can be gradually reduced without investing too much energy.
B.1.7 Popularity>84.45%
The fifth key point of popularity is 84.45%. Brands that reach more than 84.45% have gained extremely high popularity and become well-known brands to the public. At this point, the brand is quite influential in the industry, and more than half of the consumers are very familiar with its advertisements or brand connotations. Brands with popularity at this stage, if supported by sufficient reputation, generally have high brand loyalty, which means that the brand has a strong ability to resist risks and a high repeat purchase rate, and the brand is not easy to decay. Even if advertising is no longer used, the brand will still exist among consumers for a long time. B.2 The range and nature of the value of awareness
The range of awareness does not exist independently. It is meaningless to simply study the absolute value of awareness, that is, there is no awareness that exists independently of popularity. The threshold of awareness is determined relative to the popularity. Therefore, the threshold of awareness is the ratio of awareness to popularity, and the results can be simply divided into effective and insufficient effects. In actual operation, the threshold range of awareness is generally divided into three parts. If the ratio of awareness to popularity (α) is lower than 33.33%, the brand communication effect is insufficient, if it is higher than 50%, the brand communication effect is sufficient, and if it is between the two, the communication effect is general. That is: R
α=×100%
Where:
R—brand awareness;
Z—brand popularity.
Situation ①α≥50%Awareness is effective and the communication effect is sufficient. Situation ②33.33%<α<50%Awareness is general and the communication effect is general. Situation ③α≤33.33%Awareness is insufficient and the communication effect is insufficient. .B.1)
If a brand has 5% popularity, the effective range of awareness is 40% of the popularity, that is, awareness above 2% is effective, and awareness below 2% is ineffective. If a brand has 40% popularity, the awareness should be above 16%. Awareness below 16% is ineffective but effective. The nature of awareness depends entirely on its ratio to popularity, and has little to do with its absolute value. The same applies to other awareness.
nKaeerKAca-Brands below 69% are those that have not made special efforts to gain corporate awareness. The reason why they have a little awareness is that consumers naturally gain knowledge of the products through experience during the marketing process. This awareness has almost no influence and has little impact on consumers. It cannot even be a marketing tool. The company may still be in the stage of pursuing sales volume, and marketing still relies on non-brand marketing tools such as channels, products, and prices. The nature and role of awareness at this stage are extremely weak. Because awareness is relative to the scope of awareness, when determining the nature of awareness, it is necessary to prefix the specific scope. A brand in a very small area has a high awareness in the area, but it has little awareness when placed in a larger area, and it may be negligible for the whole country. Most of the old student numbers are very regional and have a high awareness in the area where they are located. However, the use and purchase of the brand's products are often concentrated in the area where they are located. Consumers in other regions know little about the brand, and the national awareness is very low. For example: the awareness of a certain brand in Beijing has reached 38.13%, but consumers in other regions except Beijing are very unfamiliar with it, and the national awareness is only 1.30%. It can be said that the brand has gained a high degree of popularity in Beijing, but in terms of the national scope, the brand is not well-known and has little influence. It is a typical regional brand.
B.1.34.69%<Popularity≤16.13%
The first key point of popularity is 4.69%. When the popularity exceeds 4.69%, the nature of the brand begins to change. Brands with a popularity of 4.69% to 16.13% are generally organizations that make efforts to gain popularity. But popularity alone is far from enough. The key is to gain a certain reputation. Popularity is only a process before reputation. The nature of popularity at this stage has become effective, which has a significant role in promoting marketing. More than half of consumers have the willingness to further recognize and also show a preference for purchasing similar products. However, this preference is still relatively weak, limited to the choice of homogeneous, same price, and similar packaging. There is a relatively obvious preference, and the impact on heterogeneous, different prices, and even different styles of similar products is not obvious. The role of popularity at this stage in marketing is still limited. B.1.416.13%<Awareness≤37.5%
The second key point of awareness is 16.13%. This key point means that when the awareness reaches 16.13%, half of the consumers have a deep understanding of it, showing a clear willingness to buy similar products of different quality, price, and even style, forming a brand preference. When the brand's awareness exceeds 16.13%, the brand begins to appear in a wide range of consumers, and a considerable number of consumers begin to have a deep understanding and cognition of information such as products, enterprises, and brand connotations. It can be said that the brand at this time has a fairly good consumer knowledge foundation and begins to have deep cognition. The increase in awareness at this stage is accompanied by the growth of cognition and reputation, and the brand's role in promoting marketing is more obvious.
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GB/T39071—2020
B.1.537.50%Awareness61.8%
The third key point of awareness is 37.50%. This key point is that more than half of the consumers are very familiar with it. Not only do they have a deep level of cognition, but they can also identify the logo and roughly describe the content of the advertisement, the brand connotation or the product style, which has created a clear consumer segmentation. If there is a corresponding degree of cognition, the brand will generally have a certain degree of association, making brand extension possible. At this time, the brand has an influence on consumer choice preferences. Its nature is a useful competitive tool and its role in competition is obvious. B.1.661.80%<Awareness 84.45%
The fourth key point of awareness is 61.80%. Brands that reach more than 61.80% can be called high-awareness brands, which have a sufficient basis for consumer cognition and association. If there is a sufficient basis for cognition, it is very likely to produce self-propagation. More than half of the consumers show obvious choice preferences. In the purchase choice of similar products in an unprompted situation, more than half of the consumers will take brands with this stage of awareness as the main option.
At this point, the brand's popularity is already saturated enough, and the main communication content is in the form of reminders, with the purpose of maintaining popularity. The focus of brand management can be placed on public relations activities and other content that promotes the formation and development of reputation. The density of advertising activities can be gradually reduced without investing too much energy.
B.1.7 Popularity>84.45%
The fifth key point of popularity is 84.45%. Brands that reach more than 84.45% have gained extremely high popularity and become well-known brands to the public. At this point, the brand is quite influential in the industry, and more than half of the consumers are very familiar with its advertisements or brand connotations. Brands with popularity at this stage, if supported by sufficient reputation, generally have high brand loyalty, which means that the brand has a strong ability to resist risks and a high repeat purchase rate, and the brand is not easy to decay. Even if advertising is no longer used, the brand will still exist among consumers for a long time. B.2 The range and nature of the value of awareness
The range of awareness does not exist independently. It is meaningless to simply study the absolute value of awareness, that is, there is no awareness that exists independently of popularity. The threshold of awareness is determined relative to the popularity. Therefore, the threshold of awareness is the ratio of awareness to popularity, and the results can be simply divided into effective and insufficient effects. In actual operation, the threshold range of awareness is generally divided into three parts. If the ratio of awareness to popularity (α) is lower than 33.33%, the brand communication effect is insufficient, if it is higher than 50%, the brand communication effect is sufficient, and if it is between the two, the communication effect is general. That is: R
α=×100%
Where:
R—brand awareness;
bZxz.netZ—brand popularity.
Situation ①α≥50%Awareness is effective and the communication effect is sufficient. Situation ②33.33%<α<50%Awareness is general and the communication effect is general. Situation ③α≤33.33%Awareness is insufficient and the communication effect is insufficient. .B.1)
If a brand has 5% popularity, the effective range of awareness is 40% of the popularity, that is, awareness above 2% is effective, and awareness below 2% is ineffective. If a brand has 40% popularity, the awareness should be above 16%. Awareness below 16% is ineffective but effective. The nature of awareness depends entirely on its ratio to popularity, and has little to do with its absolute value. The same applies to other awareness.
nKaeerKAca-5%
The second key point of brand awareness is 16.13%. This key point means that when the brand awareness reaches 16.13%, half of the consumers have a deep understanding of it, showing a clear willingness to buy similar products of different quality, price, and even style, forming a brand preference. When the brand awareness exceeds 16.13%, the brand begins to be widely recognized by consumers, and a considerable number of consumers begin to have a deep understanding and cognition of information such as products, enterprises, and brand connotations. It can be said that the brand at this time has a fairly good consumer knowledge foundation and begins to have deep cognition. The increase in awareness at this stage is accompanied by the growth of cognition and reputation, and the brand's role in promoting marketing is more obvious.
nKaeerKAca-
GB/T39071—2020
B.1.537.50%Awareness61.8%
The third key point of brand awareness is 37.50%. This key point is that more than half of the consumers are very familiar with it. Not only do they have a deep level of cognition, but they can also identify the logo and roughly describe the advertising content, brand connotation or product style, which has created a clear consumer segmentation. If there is a corresponding degree of cognition, the brand will generally have a certain degree of association, making brand extension possible. At this time, the brand has an influence on consumer choice preferences. Its nature is a useful competitive tool and its role in competition is obvious. B.1.661.80%<Awareness 84.45%
The fourth key point of awareness is 61.80%. Brands that reach more than 61.80% can be called high-awareness brands, which have a sufficient basis for consumer cognition and association. If there is a sufficient basis for cognition, it is very likely to produce self-propagation. More than half of the consumers show obvious choice preferences. In the purchase choice of similar products in an unprompted situation, more than half of the consumers will take brands with this stage of awareness as the main option.
At this point, the brand's popularity is already saturated enough, and the main communication content is in the form of reminders, with the purpose of maintaining popularity. The focus of brand management can be placed on public relations activities and other content that promotes the formation and development of reputation. The density of advertising activities can be gradually reduced without investing too much energy.
B.1.7 Popularity>84.45%
The fifth key point of popularity is 84.45%. Brands that reach more than 84.45% have gained extremely high popularity and become well-known brands. At this point, the brand is quite influential in the industry, and more than half of the consumers are very familiar with its advertisements or brand connotations. Brands with popularity at this stage, if supported by sufficient reputation, generally have high brand loyalty, which means that the brand has a strong ability to resist risks and a high repeat purchase rate, and the brand is not easy to decay. Even if advertising is no longer used, the brand will still exist among consumers for a long time. B.2 The range and nature of the value of awareness
The range of awareness does not exist independently. It is meaningless to simply study the absolute value of awareness, that is, there is no awareness that exists independently of popularity. The threshold of awareness is determined relative to the popularity. Therefore, the threshold of awareness is the ratio of awareness to popularity, and the results can be simply divided into effective and insufficient effects. In actual operation, the threshold range of awareness is generally divided into three parts. If the ratio of awareness to popularity (α) is lower than 33.33%, the brand communication effect is insufficient, if it is higher than 50%, the brand communication effect is sufficient, and if it is between the two, the communication effect is general. That is: R
α=×100%
Where:
R—brand awareness;
Z—brand popularity.
Situation ①α≥50%Awareness is effective and the communication effect is sufficient. Situation ②33.33%<α<50%Awareness is general and the communication effect is general. Situation ③α≤33.33%Awareness is insufficient and the communication effect is insufficient. .B.1)
If a brand has 5% popularity, the effective range of awareness is 40% of the popularity, that is, awareness above 2% is effective, and awareness below 2% is ineffective. If a brand has 40% popularity, the awareness should be above 16%. Awareness below 16% is ineffective but effective. The nature of awareness depends entirely on its ratio to popularity, and has little to do with its absolute value. The same applies to other awareness.
nKaeerKAca-5%
The second key point of brand awareness is 16.13%. This key point means that when the brand awareness reaches 16.13%, half of the consumers have a deep understanding of it, showing a clear willingness to buy similar products of different quality, price, and even style, forming a brand preference. When the brand awareness exceeds 16.13%, the brand begins to be widely recognized by consumers, and a considerable number of consumers begin to have a deep understanding and cognition of information such as products, enterprises, and brand connotations. It can be said that the brand at this time has a fairly good consumer knowledge foundation and begins to have deep cognition. The increase in awareness at this stage is accompanied by the growth of cognition and reputation, and the brand's role in promoting marketing is more obvious.
nKaeerKAca-
GB/T39071—2020
B.1.537.50%Awareness61.8%
The third key point of brand awareness is 37.50%. This key point is that more than half of the consumers are very familiar with it. Not only do they have a deep level of cognition, but they can also identify the logo and roughly describe the advertising content, brand connotation or product style, which has created a clear consumer segmentation. If there is a corresponding degree of cognition, the brand will generally have a certain degree of association, making brand extension possible. At this time, the brand has an influence on consumer choice preferences. Its nature is a useful competitive tool and its role in competition is obvious. B.1.661.80%<Awareness 84.45%
The fourth key point of awareness is 61.80%. Brands that reach more than 61.80% can be called high-awareness brands, which have a sufficient basis for consumer cognition and association. If there is a sufficient basis for cognition, it is very likely to produce self-propagation. More than half of the consumers show obvious choice preferences. In the purchase choice of similar products in an unprompted situation, more than half of the consumers will take brands with this stage of awareness as the main option.
At this point, the brand's popularity is already saturated enough, and the main communication content is in the form of reminders, with the purpose of maintaining popularity. The focus of brand management can be placed on public relations activities and other content that promotes the formation and development of reputation. The density of advertising activities can be gradually reduced without investing too much energy.
B.1.7 Popularity>84.45%
The fifth key point of popularity is 84.45%. Brands that reach more than 84.45% have gained extremely high popularity and become well-known brands to the public. At this point, the brand is quite influential in the industry, and more than half of the consumers are very familiar with its advertisements or brand connotations. Brands with popularity at this stage, if supported by sufficient reputation, generally have high brand loyalty, which means that the brand has a strong ability to resist risks and a high repeat purchase rate, and the brand is not easy to decay. Even if advertising is no longer used, the brand will still exist among consumers for a long time. B.2 The range and nature of the value of awareness
The range of awareness does not exist independently. It is meaningless to simply study the absolute value of awareness, that is, there is no awareness that exists independently of popularity. The threshold of awareness is determined relative to the popularity. Therefore, the threshold of awareness is the ratio of awareness to popularity, and the results can be simply divided into effective and insufficient effects. In actual operation, the threshold range of awareness is generally divided into three parts. If the ratio of awareness to popularity (α) is lower than 33.33%, the brand communication effect is insufficient, if it is higher than 50%, the brand communication effect is sufficient, and if it is between the two, the communication effect is general. That is: R
α=×100%
Where:
R—brand awareness;
Z—brand popularity.
Situation ①α≥50%Awareness is effective and the communication effect is sufficient. Situation ②33.33%<α<50%Awareness is general and the communication effect is general. Situation ③α≤33.33%Awareness is insufficient and the communication effect is insufficient. .B.1)
If a brand has 5% popularity, the effective range of awareness is 40% of the popularity, that is, awareness above 2% is effective, and awareness below 2% is ineffective. If a brand has 40% popularity, the awareness should be above 16%. Awareness below 16% is ineffective but effective. The nature of awareness depends entirely on its ratio to popularity, and has little to do with its absolute value. The same applies to other awareness.
nKaeerKAca-1)
If a brand has 5% popularity, the effective range of awareness is 40% of the popularity, that is, awareness above 2% is effective, and awareness below 2% is ineffective. If a brand has 40% popularity, the awareness should be above 16%. Awareness below 16% is insufficient, but effective. The nature of awareness depends entirely on its ratio to popularity, and has little to do with its absolute value. The same applies to other awareness.
nKaeerKAca-1)
If a brand has 5% popularity, the effective range of awareness is 40% of the popularity, that is, awareness above 2% is effective, and awareness below 2% is ineffective. If a brand has 40% popularity, the awareness should be above 16%. Awareness below 16% is insufficient, but effective. The nature of awareness depends entirely on its ratio to popularity, and has little to do with its absolute value. The same applies to other awareness.
nKaeerKAca-
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