Measuring brand awareness — sound familiar?
Skari benchmarks awareness, equity, and image against the whole competitive set.
01 · AWARENESS METRICS
Top-of-mind, unaided, and aided awareness — side by side.
Three awareness tiers for every brand in the competitive set.
Skari measures unaided awareness (first brand that comes to mind), top-of-mind (first in category), and aided recognition (prompted logo/name) for every brand in the survey. The grouped bar chart ranks brands and immediately shows where your brand leads or lags.
02 · BRAND FUNNEL & EQUITY
From awareness to consideration — and a single equity score.
Brand funnel conversion and Brand Equity Index for every competitor.
The brand funnel maps awareness → trial/usage → consideration for each brand, and calculates the overall conversion rate. The Brand Equity Index (40% awareness + 30% usage + 30% image) gives a single comparable score per brand so you can track equity over time and benchmark against competitors.
65.5% of aware end up considering Our Brand.
40% awareness + 30% usage + 30% image
Our Brand ranks #1 of 3.
03 · PERCEPTUAL POSITIONING MAP
See which image each brand is associated with in customers' minds.
Correspondence analysis — brands plotted near the attributes they are most associated with.
Skari runs correspondence analysis on the brand × attribute association matrix, then plots brands (●) and attributes (◆) in the same two-dimensional space. Brands close to an attribute are most strongly associated with that image. The variance explained per axis shows how much of the competitive story each dimension captures.
04 · SIMILARITY & COMPETITIVE SET
Which brands compete in the same consideration set?
MDS similarity map, co-awareness pairs, and perceived market leader.
Multi-dimensional scaling plots brands by the similarity of their image profiles — brands sitting close together are perceived as interchangeable. Co-awareness analysis shows which brands are most often mentioned together, revealing your actual competitive brand set. The perceived leader chart shows which brand respondents name as the category leader.
Closer brands = more similar image profiles.
Brands most often recalled together (aided).
Brands that co-occur most are your likely competitive set.
05 · BRAND IMAGE DIMENSIONS
Which brand image does your brand strongly own vs competitors?
Attribute association rates benchmarked across the competitive set.
For each brand image attribute, Skari shows the % of respondents who associate it with each brand — side by side. This makes strength images (clearly higher for your brand), competitive attributes (neck and neck), and vulnerability images (competitors score higher) immediately visible.
IN THE REPORT
Everything the brand report delivers.
One survey in — awareness, equity, positioning, and image out.
Three awareness tiers
Top-of-mind, unaided, and aided recall for every brand.
Brand funnel
Awareness → trial/usage → consideration conversion.
Brand Equity Index
A single 0–100 composite score per brand.
Perceptual positioning map
Correspondence analysis of brands and image attributes.
MDS similarity map
Multi-dimensional scaling of brand image profiles.
Competitive brand set
Co-awareness pairs reveal who you really compete with.
Perceived market leader
Which brand respondents name as the category leader.
Brand image dimensions
Attribute association rates benchmarked side by side.
Strength / weakness map
See which images you own and where you lag.
Segment breakdown
Slice every metric by age, gender, and usage group.
From brand awareness to actionable insight.
Awareness, funnel, brand equity index, perceptual map, similarity, and image — all benchmarked against your competitive set.