Episode 19

Brand Awareness vs Affinity – Which Drives Brand Growth?

Awareness vs affinity. Reach vs resonance. Even customer acquisition vs loyalty. The debate has many names, and it’s clearly not going anywhere. But what if everyone’s right?

This week, Elena, Angela, and Rob are joined by SVP Brand Strategy Catrina McAuliffe to break down the purpose of both brand awareness and affinity. Because one thing is very clear: this is far from a simple debate. They’re talking through the definitions of awareness and affinity, the importance of both, how to measure them, and just how intertwined every marketing and brand measure truly is.

Topics Covered

• [02:00] Defining brand awareness vs brand affinity

• [05:30] Why both awareness and affinity are essential

• [08:30] How to measure brand awareness

• [13:30] How to measure affinity and brand positivity

• [17:30] What’s the real value of brand?

• [20:30] What’s the right level of brand affinity?

Resources:

2023 Retail TouchPoints Article

B2B Institute Article

2021 Planet Content Guide

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