Just as different types of brand awareness can be identified, there are a variety of methods for measuring awareness. Typically, researchers use surveys, carried out on a sample of consumers asking about their knowledge of the focus brand or category.
To measure brand salience, for example, researchers place products on a shelf in a supermarket, giving each brand equal shelf space. Consumers are shown photographs of the shelf display and ask consumers to name the brands noticed. The speed at which consumers nominate a given brand is an indicator of brand’s visual salience. This type of research can provide valuable insights into the effectiveness of packaging design and brand logos.
Metrics used to measure brand effects are collectively termed AAU metrics (Awareness, Attitudes and Usage).