Sublime

Role 3: Identify a brand

brand’s Distinctive Assets,

Brand buyers

Unprompted Brand Awareness measures also under-report atypical brands

Small brands

greater brand level discrimination –

Brand 10 grew in MMS across both non-buyers and buyers, but the main metric that changed was NS. The brand has widened its CEP network but not its potential buyer base. This is not a normal growth pattern, which would be evident in a rise in MPen, particularly for non-buyers, and so should be

Measuring Brand Awareness among this cohort checks the extent to which the brand is known.

inflates the scores of small brands.