Understanding brand consideration

Dominic Twose and Polly Wyn Jones

Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.

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Definition

Consideration is a commonly used measure on tracking studies, and is often used as a KPI for advertising. It relates to sales, but the relationship is a complicated one, and year-on-year...

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