Description of indicators and formulas for their calculation

Recognition - R
% of people who recognize the name of the brand (people who recognize the brand/all population answering)
example: Alpsko Mleko = 100% - everybody is aware of the brand
Experience - E
% of people who have ever tried to use a product of this brand (people who have ever tried to use a product of this brand/all population answering)
example: Alpsko Mleko = 84,1% have ever tried the brand
Consideration - C
% of people who would consider purchasing/using a product of this brand when making such a purchase (people who would consider purchasing/using a product of this brand when making such a purchase / all population answering)
example: Alpsko Mleko = 74,7% take the brand into consideration for a next purchase
Usage - U
% of people who used a product of this in last month                                                                                                        people who used a product of this brand recently / using a product of this brand when making such a purchase / all population answering.
example: Alpsko Mleko = 66% use the brand
Primary Usage - PU
% of people that most often used the brand in last month - they primarily use the brand in this category; of ALL, not only those using the brand.
example: Alpsko Mleko = 41% of the sample is a loyal user of the brand
Brand Strength Index - BSI
The average level achieved within the pyramid (minimum 0, maximum 5) multiplied by 20 (it can achieve numbers between 0 and 100)
example: Alpsko Mleko = 73,6% - an indication of brand strength, allows comparisons with competitors to see how strong then brand performs