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KPIs

We regularly update and add features to the Latana dashboard, and we collect all learning materials in this organized database.

KPIs

Brand Understanding

Brand Understanding KPI provides a crucial addition to Brand awareness insights, helping to identify if your brand positioning and messaging is being recognised and understood.

This is an early-funnel KPI, that works in tandem with Brand Awareness to deepen your understanding of your audience and their recognition and knowledge of your brand.

Similarly to Brand Awareness, the audience insight on this KPI is mostly tied to your brand stage. Brands who are generally newer to a market or industry should focus on measuring this KPI amongst their target audience in order to effectively track their resonation growth. More established brands can also benefit from measuring the general population’s understanding of their brand to assess if their wider messaging and positioning is gaining the traction they expect.

Brand Understanding gives insights about effectiveness of marketing and branding campaigns, and makes it possible to improve the messaging according to the category. If people recognise the brand but don't know which products or services it offers, it might be a sign for branding efforts to change direction.

Brand Understanding allows brands to use their marketing budget in a more informed way and maximise their return on marketing spend based on data.

How do we ask it?

The respondent will see the brand's logo as a picture with the caption of the brand name underneath. The question “What product or service does this brand offer?” can be answered by selecting only one out of all available options. The list of options is limited to 5 industries and additional options "None of these" and "I don't know" that un-check other option selection on the current questions screen.

The list of industries is defined by Latana research team mainly based on the brand name and logo to avoid any biases or hints in the list of options.

What do you see in the app?

Brand understanding is delivered as a single KPI.

  • All estimations are made only based on answers from respondents that had an opinion on a subject matter

  • We recommend looking at this KPI together with Brand awareness and using your target audience