The brand is a feature of the offer that often determines the choice of a given product or service. Brand awareness research provides knowledge that allows for planning effective promotional activities, creating a positive brand image, strengthening brand loyalty, and building competitive advantages in the market. Brand awareness study provides information that is necessary for many marketing and sales processes:

• assessment of the effectiveness of marketing and advertising campaigns helps to implement more effective promotional activities and select the most profitable communication channels,
• learning about the true (positive and negative) customer opinions about the brand and gathering knowledge of the current brand perception allows quickly responding to changes or potential crisis situations, implementing solutions that build the desired, positive image, as well as strengthening brand loyalty,
• identifying the purchasing habits of consumers, including sources of obtaining information about the brand, enables strengthening the competitive advantage by better promoting the offer and responding to changing customer preferences.