Brand Health Tracker — Awareness Funnel

Brand Awareness Funnel — Total Addressable Market

Unaided awareness

18%

+4pp

↓ 2.1× to aided

Aided awareness

38%

+5pp

↓ 52% convert

Familiarity

20%

+3pp

↓ 55% convert

Consideration

11%

+2pp

↓ 36% convert

Preference

+1pp

Core design principle
Unawareness — the majority of the addressable market — is the opportunity, not the problem. The tracker was built to make that number legible to leadership rather than alarming.

Why longitudinal matters

A single wave gives you a number. Three waves give you the trendline — and the trendline is what you need to connect marketing investment to awareness movement. Wave 3 shows consistent improvement at every stage of the funnel.