Brand Funnel Metrics
Navigating the consumer's consideration journey
In its most basic form, these metrics are aligned to a brand funnel which captures a brand’s performance across different stages of a consumer’s consideration journey, from being aware of a brand, to considering a brand, to trying and adopting brand.
A typical brand funnel will include metrics such as:
These metrics can then be used to compare your brand to competitor brands (including the market leader as a benchmark) to assess your relative strengths and weaknesses and areas of priority.
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