A brand is an identifying symbol, mark, design, or words that organizations use to distinguish their product or service from others.
A strong brand enables a customer to recognize one brand over another. It is recognizable. It is memorable. It is unique.
We believe that your brand is how your customer perceives you. It’s an initial feeling, a gut reaction. It may automatically be positive or it may be negative based on the customer experience with the brand.
There are many ways to gain insights about your brand, both the good and the bad. WW conducts an advertising recall survey for our nonprofit clients through primary research at least twice a year — once before advertising runs, and once after it runs. We also test unaided and aided recall of our client’s brand and their key competitors, likelihood to choose, and awareness of specific key messages.