i
Alpha brand funnel versus competitors
Top-of-mind awareness
Prompted awareness
Consideration
Ever bought
Bought in past 6 months
Main brand
Alpha
20%
88%
↓81%71%
↓68%48%
↓67%32%
↓44%14%
Beta
13%
79%
↓97%77%
↓95%73%
↓92%67%
↓63%42%
Gamma
7%
75%
↓92%69%
↓87%60%
↓82%49%
↓31%15%
Delta
3%
43%
↓79%34%
↓76%26%
↓77%20%
↓50%10%
Epsilon
4%
29%
↓76%22%
↓59%13%
↓62%8%
↓50%4%
Base: All respondents. Arrows show conversion to the next stage from prompted awareness.