It is necessary for any marketer to know where one Brand is positioned in the marketplace and it provides valuable information for strategy formation regarding either maintaining the existing market share or increasing it. In today's competitive atmosphere, it is required by any growing organisation to maintain and build on their brand awareness. It is also necessary for any organisation to carry out regular assessment of brand awareness for other reasons as well such as brand preference, Value perceptions, Buyer profile variances, Positioning vs. competitor brands, Brand association with advertising, Movement of awareness and positioning following campaigns.
The marketing concept of brand awareness refers to a consumer knowing of a brand's existence; at aggregate (brand) level it refers to the proportion of consumers who know of the brand. A gauge of Brand awareness can be measured by exposing the customers to the brand and asking whether they can recognize or recall a name, logo or other messages associated with a particular brand. For example, websites of companies are vital sources of information regarding the brand and by exposing them to such sources; one can survey consumers and measure the impact on key branding variables such as unaided awareness and aided awareness after such exposure. This article has incorporated the above idea of measuring the brand awareness of three products laptop, mobile phone and digital camera and its 10 individual brands.
You need to ask the following questions.


• What Brands of laptop, digital camera, and mobile phone are recalled by control group? The product category names like laptop, mobile phone and digital camera were given to the respondents, who were asked to recall as many brands as possible.
• Which Brands of laptop, digital camera, and mobile phone are intended to be purchase by control group? The product category names like laptop, mobile phone and digital camera were given to the respondents, who were asked for their purchase intend of above three product category.
• What is the lift in brand awareness if any for brands of laptop, digital camera, and mobile phone after exposing them to the respective company websites?
• What are changes in purchase intent for the brands of laptop, digital camera, and mobile phone after exposing them to the respective company websites?
OK,then go and collect the following information from Internet users.
Information needed
 Demographic characteristics of customer of laptop, mobile phone and digital camera.
 Internet usage characteristics of customer of laptop, mobile phone and digital camera
 The brands of laptop, mobile phone and digital camera that customer knows.
 The purchase intents for laptop, mobile phone and digital camera and for which brand.
Relevant Demographics
 Age
 Gender
 Disposable income
 Profession
Relevant Internet usage characteristics
Internet usage frequency
Hours spent per session on Internet
Internet access location
Purpose of surfing

Sampling techniques: You can go for Convenience sampling.
Sample size: 33 for control group and
34 for exposed group
Target Group characteristics: Internet user
How to go for data collection?
Let me share my experience,probably you will find lots of help from it.
The data is collected in two phases, with two groups. In first phase, we have surveyed the group without giving any aid on the brand recall. That group is known as control group. The second phase of the survey started with inviting the group of respondents to visit the websites of ten brands of each product category and after five days they were asked to fill up the online questionnaire which was launched from 5th September2008. This group is known as exposed group. To find out the demographics and Internet usage characteristic of customer of three product category laptop, mobile phone and digital camera are surveyed through the questionnaire to 33 respondents.
We have spoken to 33 respondents of the control group in Durgapur locality having diverse income, age, gender and occupation.
We have collected the similar data for exposed group through on-line survey having again diverse income, age, gender, and occupation. The limitation of the online survey is that it can be hosted for only ten days from the date of launch and thereafter there will not be any online survey from that link. Another limitation of the online survey was because of free services that it provides only the summary of responses of each question instead of showing the individual responses of surveys. But the greatest benefit was to reach to diverse demographics, better co-ordination and is of conducting survey. It was also a new kind of experience for us to conduct survey online.
What we have found out are followings. I was also surprised by the some of findings.
Conclusions
•Brand lift of dell is (70-66)4% in exposed group.
•For laptop total awareness response were for control 142 ,which has decreased to 13
The major decrease in awareness is found to be the brand HCL.
• Brand lift in Sony is maximum among the laptop brands that is 34%
• Brand lift for Toshiba is 3.03%.
• The maximum brand lift in case of mobile phone lg is 3.8 %, nokia 3.5% and virgin, htc 1 %.
• For digital camera total awareness response were for control 91 which has increased to 92.
• Brand lift in Yashika 5.4%,Nikon 3.2%,fuji and olympus 2%.
Have good Day.

This work is licensed under a Creative Commons Attribution 3.0 Unported License,Author,2009.