CO-WRITTEN / PARTNER | Staff Reporter, Australia

Does awareness matter? Tomorrow’s headaches for the market leaders

Data provided by Ipsos. What are the fastest growing brands?

The metric of awareness by itself is almost meaningless for the big players; EVERYONE knows who they are and brand building is well past this point. For smaller brands trying to achieve a high rate of growth awareness is a common measure they can look at to track progress. The emma™ survey tracks the commonly used metrics and the chart below looks at the fastest growing brands by the percentage of population (aged 14+) who are aware they exist.    

Grill’d have featured previously for customer service wins, quality food and healthy options and this will play a part as more of their customers become promoters of the brand and awareness continues to grow. Plenty of brands in this range of awareness were flat or only slightly increasing for the same period and it is interesting to note that three of them promote Mexican food; How long before we see the KFC Burrito appear on Australian menus?

Awareness can be a misleading, Pie Face had a kick in awareness at the end of 2014, start of 2015 as it made the news with questions around survival, consideration and usage went the other way. Pizza Hut has awareness in the same range as Dominos but is visited by one third the number of consumers on any four week period ( averaged from 12 month period ending August 15). The flip side is potential; The new management of Pie Face can use the increased awareness to rebuild the business and once Pizza Hut get the right mix of product and promotion – watch out.

For information about the emma™ survey and research work done by Ipsos please contact leo.hronsky@ipsos.com

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