The 5 Measurements to Gauge Consumer Mindset Toward Your Brand
By: Kimberly Grant
Consumers can be fickle. Knowing what they want when they want it is not an easy task. Many brands have to get into the consumer’s mindset to find the best ways of advertising products and services to their target audience. These brands use the 5 As to measure consumer mindsets when it comes to how consumers see a brand.
The 5 As that measure consumer mindsets toward a brand are:
- Awareness
- Association
- Attitudes
- Attachments
- Activity
Awareness & Association
Brand awareness is how a consumer recalls the brand in certain situations. Whenever I think about getting coffee, my first instinct is to go to my neighborhood Starbucks for a grande iced pumpkin spice latte with oat milk. Everyone has brand awareness for Starbucks, so this isn’t a stretch; it’s global. This global brand awareness leads to associations with Starbucks. For me, I associate the Starbucks brand with quality, service, and being socially conscious. I’m not the only one who sees the Starbucks brand in this way, which is why Starbucks has enjoyed a tremendous amount positive brand equity. You can read about my post on brand equity here.
Attitudes and Attachments
A consumer’s attitude toward a brand is their overall evaluation of the brand. When consumers evaluate a brand as worthy, they usually see the brand as having good quality and providing satisfaction. My attitude toward the Marvel Entertainment brand is that they provide quality movies and television series. Whenever I watch a X-Men film or Agents of S.H.I.E.L.D., I feel the satisfaction of watching good content. After all, I am a member of Marvel Entertainment’s target audience.
This leads to my attachments. Attachments are the degree in which a consumer is loyal. Many consumers like me are a creature of habit. Once we find something we like, we keep interacting with it. In the case of Marvel Entertainment, I show my loyalty by watching every film and TV series that is produced by Marvel (who is owned by Disney). Many consumers have an intense loyalty to the Marvel brand. We lovingly call them fanboy and fangirls.
Activity
Brand activity is based on how often a consumer uses a brand’s product or service and how many consumers are talking about the brand’s products or services. When consumers really like something, like my love of Netflix, they talk about it with friends, family, and even on social media. I have bought into the Netflix brand to the point that I follow the brand (and associated brands) on their social media platforms, like Youtube. Every now and then, I will share their posted content and talk about my favorite Netflix series with friends and family.
Knowing what consumers want and when they will want it is a hallmark of many professional marketing strategies. Being able to measure consumer mindsets is the key to know how successful your marketing strategies are and what areas need improvement. It’s also a great way to check in with your target audience or fan girls/boys.
Interested in more content from the K. A. Grant brand? You can see my last post here.
