Increase Brand Awareness
Vision One – Top-rated Brand Awareness Research Companies
Game-Changing Strategic Insights
Grow Your Brand Awareness
Brand awareness surveys are one of the most important tools for brands looking to grow their business FAST.
Our brand awareness metric, Mindshare, is one of 8 powerful brand metrics to help monitor and build your brand.
Why is Mindshare so important?
Quite simply, it’s the best measure of how immediately your brand springs to mind. It’s also one of the best indicators of familiarity and interest in your brand. We calculate Mindshare using a combination of awareness measures, including spontaneous and prompted awareness KPIs.
Mindshare taps into the Availability heuristic.
This is a mental shortcut where people evaluate a given topic, concept or brand – based on how immediately it comes to mind. Those that come to mind more readily are generally the ones that are preferred or used.
There’s more to Brand Awareness than meets the Eye!
Many marketers believe brand awareness is a single metric – in truth, it’s a lot more complex than that! As experts in brand awareness measurement, we’d like to explain why. In part, Brand Awareness alone is not sufficient to grow a brand – research shows that most effective advertising campaigns drive both Awareness and Interest.
Mindshare
Our innovative approach to brand awareness measurement is called Mindshare. Through spontaneous and prompted awareness, we can assess how front-of-mind your brand sits. Mindshare highly correlates with purchasing.
Logo Recognition
How big is your awareness gap? – Years of brand tracking have shown that Logo recognition and Brand Awareness are very different measures. Strong brands have a close relationship between identity and brand.
Brand Salience
Brand awareness is not a singular dimension and is context-specific – it will vary by category and market. Therefore, it is essential to understand how your brand awareness relates to different markets and sectors.
Why Track Brand Awareness?
- Provides the strategic insights that will help you fast-forward your brand
- Evaluates your brand awareness campaign to help you understand how to drive forward consideration and usage
- Identifies customer segments requiring greater attention and where to focus your marketing budget
- Successfully evaluate and optimise your marketing strategy and campaign messaging
- Build your growth strategy with BrandVision’s innovative metrics and stay ahead of your competitors
“I’d really recommend this agency. From enquiring about our market research project they sought out to really understand our questions and needs. Results were delivered really quickly without compromising quality of research and delivery of result.”
(The Perfume Shop)
Research case studies
A range of our brand and tracking research case studies
Recent Case Studies
Latest client testimonials
Allianz (Insurance and Asset Management)
Vision One were a pleasure to work with. I enjoyed the whole process start to finish, they managed my expectation perfectly and their level of service was outstanding and their insights were effective. I would recommend them to anyone.
Salcombe Gin (Alcoholic Drinks)
Vision One were excellent to work with throughout the process. They understood our brand and its needs and took on feedback to make changes where necessary. We’re very happy with the level of insight gained.
Silentnight (Beds, Mattresses and Sleep)
Vision One’s BrandVision has given us new and powerful insights – helping us understand our brand health and shape our strategic decisions going forward.
Vision One were an absolute pleasure to work with and I would highly recommend them to anyone looking for a strategic thinking market research agency. They had great client relations, they bought creative ideas to the table, and delivered on the strategic insight we needed.
I just want to say thank you so much for the brilliant presentation yesterday. The work you’ve done has really hit home, which will make a massive difference to our work. We’re really grateful!
Vision One delivered exactly what we wanted with no fuss or issues. Every step of the process was easy, hassle-free and the relationship always felt warm. I would recommend them to any charity or organisation wanting to conduct research.
Fantastic service. Will go the extra mile to accommodate your needs and fit within changing timelines and requirements.
Other Killer Brand Metrics to build Brand Awareness
Running brand awareness tracking surveys over time will allow you to spot trends and take action quickly. But you’ll need to measure more than brand metrics if you want truly actionable research, so welcome to BrandVision.
Tab Contents
Welcome to BrandVision
Metrics to Turbo Charge Your Strategy
BrandVision is our flexible brand evaluation system that can be fully customised to your requirements. From self-serve to fully managed, BrandVision offers tracking for brands of all shapes and sizes.
Brand Magnetism
Magnetism attracts Customers
Part of the Brand Funnel, Magnetism refers to the attraction your brand has with the target market.
There are two aspects to brand Magnetism. Firstly the strength of appeal and interest in the brand. Secondly, it is about the segments and groups interested in the brand. Understanding who and who isn’t interested in your brand are the first step in creating a strong marketing and brand strategy.
Brand Magnetism is the holy grail for many brands as it is often associated with some of the best and most iconic brands in history.
Brand Love
The Power of Love
The concept of Love in brand relationships has been receiving immense and escalating attention. It is considered by many experts as the essential ingredient for capitalising in today’s digital world.
Brand Love underpins the consumer-brand relationship. It’s not an emotional or fluffy metric but rather the holy trinity of brand metrics, combining three powerful metrics: Relevance, Need and Trust.
Evaluation of brand tracking data has taught us, time and time again, that Relevance is arguably the most important metric of all – and is highly correlated with consumer behaviour.
NPS Metric
The Recommended Metric
Net Promoter Score was initially developed in 2003 by Bain & Co to help companies earn customer loyalty and inspire employees,
NPS is an important part of consumer research for many companies as it is a measure used to gauge customer loyalty, satisfaction, and enthusiasm for a company
Further research carried out by Nielsen has supported the metric, confirming that word of mouth is the most influential element of consumers’ purchasing decisions.
Brand Momentum
Discover the power of Brand Momentum.
Momentum refers to the growth potential for your brand and its likely future trajectory. Momentum measures the extent to which your brand is seen to be growing or declining.
Momentum is a complex KPI and is driven by your marketing activity and spend, product availability, brand image and your brand proposition and positioning.
Brand Momentum is a better indicator of growth than virtually any other consumer metric. Its role is far more important than the highly regarded Net Promoter Score (NPS), because it is a better predictor of consumer behaviour than any other brand metric.
Brand Fame
What is Brand Fame?
Brand Fame (also known as brand leadership) is one of the key metrics that indicate whether or not your brand has a USP and is seen by consumers as a ‘Leader’, ‘Different’ or ‘Characterless’.
There are two very important aspects to Brand Fame: Uniqueness & Leadership, Brands that have neither of these attributes tend to struggle, with little to set them apart from their competitors.
A great example of this is people’s desire to own the Apple brand. The high levels of Fame (Distinctiveness and Leadership) correlate highly with Brand Love and Consumer Loyalty – which ultimately has helped drive Apple’s dominant position in the market.
Brand Health
8 Secrets to Brand Growth
The 8 Essential brand image metrics are:
- Ethical – Are you seen to be doing the right things?
- Brand Identity -Does your Brand identity have Clarity?
- Brand Noise – is your brand Grabbing people’s Attention?
- Newsworthy – Is your brand worth talking about?
- Outstanding – Do you offer exceptional Quality or Value?
- Variety – Is your brand flexible and have multiple uses or benefits?
- Accessible – Is your brand Readily Available and Convenient?
- On Trend – Is your brand Topical & Current?
Brand Emotion
Creating Strong Emotional Bonds
Branding is much more than just a brand name, logo or strap line. Successful branding is far deeper than that.
The best and strongest brands form an emotional relationship with their customers. We call this Emotional Branding, and along with Brand Love, these forms a pivotal part of our BrandVision approach and our Brand Equity Wheel.
Developed by Robert Plutchik the Wheel of Emotion helps to explain how emotions work.
FAQ’s about Vision One’s brand awareness & tracking research
Brand Momentum is a book by Tony Lewis author and CEO of Vision One, who introduces the story behind the new metric and reveals many of its hidden secrets, proving to marketers that it is the most powerful force.
Brand Awareness Tracking
Our consumer and B2B tracking surveys go well beyond the basics to truly help businesses build their brands successfully! Not only can you track Brand Health and key competitors, but we also cover areas such as media consumption, segmentation, and monitoring customer trends and market behaviours. Even specific advertising executions can be evaluated with our AdProbe methodology.
Tracking brand awareness and other key brand health metrics has been a mainstay of consumer marketing for generations; marketers and businesses are increasingly discovering the value of monitoring these vital metrics. Discover the full range of our UK and International business and consumer research tracker services.
The Heart of Your Business
At Vision One, we know that a well-designed awareness tracker should identify the changes that a business could make to improve its brand health. Tracking studies should sit at the heart of any business to help inform business decisions and strategy. However, from time to time, it is important to dig deeper, and this is where qualitative research comes in – to provide greater clarity and understanding.
The most accurate way to measure brand awareness is through surveys, which are essential for marketers and brand owners seeking clear, actionable data. Unlike indirect signals such as website visits or social media mentions, surveys provide direct insight into how well your target audience recognises and recalls your brand.
By asking structured questions around aided and unaided awareness, you can assess whether people can spontaneously recall your brand or recognise it when prompted. Surveys also reveal brand associations – what customers link your brand to, and how you compare against competitors in the same category..
We don’t just track surface-level metrics — we track the drivers of brand equity and growth. Every market, industry and brand is different, so we design every study to deliver precisely what our clients need.
Our programmes typically incorporate our Brand Wheel and measure:
- Spontaneous and prompted awareness
- Consideration and preference
- Brand usage and penetration
- Perceptions and associations
- Emotional and rational drivers
- Advocacy and NPS
- Campaign recognition and impact
But these are only the start, and we’ll help you optimise your tracker and ensure it’s designed to drive growth and momentum.
Absolutely — because brand health only makes sense in context. We track your competitive set across the same KPIs, allowing you to measure:
- Share of awareness
- Share of consideration
- Switching behaviour
- Relative brand strength
- Perception positioning
You don’t just see your performance — you see your performance in the market.
It depends on how fast your market moves.
- Monthly: Heavy media spend or fast-growing sector with new arrivals.
- Quarterly: Competitive consumer category with some media spend
- Annual – Longer decision cycles (Furniture, B2B, finance)? Bi-annual may sometimes suffice.
We tailor the cadence to match your commercial rhythm — not a one-size-fits-all schedule.
Examples of Brand Awareness Questions include:
- Unaided awareness: Measures top-of-mind awareness. “Which brands come to mind when you think of [product category]?
- Aided awareness: Tests recognition when prompted. “Have you heard of [Brand X]?”
- Brand familiarity: Rated on a scale (e.g., very familiar to not at all). “How familiar are you with [Brand X]?”
- Brand visibility: “Which of these brands have you seen in the past 12 months?”
- Logo recognition: “Which of the following logos or icons do you recognise?
Our approach allows you to assess the effectiveness of advertising and marketing communications. By measuring changes in brand awareness, sentiment and other KPIs, we help link marketing investment to measurable brand outcomes. However, typically larger than average sample sizes and more frequent brand tracking are required to achieve this.
Organisations partner with Vision One because we provide:
- Independent, unbiased research and MRS company partners
- Senior-level involvement on every project
- Transparency and close partnering (Good Business Charter)
- Clear commercial interpretation
- Actionable, board-ready outputs and quality focused (ISO20252)
- Long-term brand tracking expertise
- Delivering research excellence for over 25 years
We focus on delivering clarity, not just data.
| Feature | Vision One | Tracksuit |
|---|---|---|
| B2C | Yes | Yes |
| B2B | Yes | No |
| Customisation Level | High | Low |
| Niche Audiences | Yes | No |
| No. of Brands | 6-20 | c6 |
| Price | £8k+ | £15-25k |
| Ideal for | Full Indepth understanding & Benchmarking | Basic metrics and Benchmarking |
Here are the addresses for some of the UK’s top brand tracking companies in London, specialising in full-service research
- Vision One Research – UK-based award-winning insight agency specialising in B2C & B2B brand tracking, brand health measurement, and strategic brand equity studies.
- YouGov BrandIndex – Offers one of the most widely used daily brand health and competitor tracking platforms, tracking thousands of brands across multiple markets.
- Kantar Group – Very Pricey – But one of the largest research groups globally with deep expertise in brand tracking, media measurement, consumer trends and brand equity frameworks.
- GWI (GlobalWebIndex) – Leading consumer data and insights platform with strong capabilities in audience intelligence and ongoing brand and behaviour tracking.
- System1 is a UK-based research and analytics firm known for its predictive, behavioural science-driven approach to brand, advertising and creative effectiveness.
- Tracksuit is a modern, always-on brand tracking platform designed to make brand measurement more accessible, affordable and actionable for marketers and brand teams across consumer brands.
- Attest is an enterprise-grade consumer research platform that helps brands run ongoing brand tracking alongside broader consumer insight programmes.Kantar – 30 Stamford St, London, SE1 9LQ
Need the insights to make smarter, more confident decisions?
Get in touch for a fast, tailored proposal of
email us at mail@visionone.co.uk
or call us on 0203 693 3150
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