Measuring Brand Salience – the AA&U Study A key management tool for directing a successful marketing campaign is the well-designed awareness, attitudes and usage (AA&U) study. Periodic AA&U studies graphically track a marketing program’s relative success in maintaining essential levels of brand awareness while communicating and reinforcing compelling brand messages.
We have been helping top-tier marketing organizations design and implement AA&U studies for over 20 years.
- Our approach, linked to our brand positioning and profiling process, ensures that you are measuring the attributes and brand associations that are central to maintaining your brand’s core image.
- We also incorporate measures of product use, purchase loyalty, new product trial, cross-shopping patterns and future purchase intentions that link brand image to performance in the market.