Brand awareness is a key metric for visibility and recognition in a market. When evaluated through LLMs, awareness in a specific category gives you data-driven insight into how often a brand is mentioned or recognised across digital contexts. Use it to understand your presence relative to competitors and refine your marketing and communication strategies.Documentation Index
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Why awareness matters
Awareness is the foundation of brand loyalty, engagement and market share. Tracking how frequently your brand is mentioned inside LLMs reveals its prominence vs. competitors in the same category. High mention rates and share-of-voice metrics indicate strong market visibility; lower awareness signals where positioning needs work. Through charts like Average Position vs Mention Rate and Share of Voice (by model and over time), you can benchmark performance, identify visibility gaps and monitor changes in market presence over time.Interpreting the charts
Average Position vs. Mention Rate
Two complementary metrics give insight into a brand’s digital presence: the Mention Rate and the Average Position.Mention Rate
Mention Rate
Mention Rate (%) quantifies how often a brand appears in the top 25 results returned by LLMs for a specific category. It represents the frequency of a brand’s presence relative to its competitors, expressed as a percentage.Example: a brand appearing 15 times out of 100 searches in the top 25 results has a Mention Rate of 15%. The metric benchmarks visibility — how often a brand is recognised relative to competitors.
Average Position
Average Position
Average Position is the mean rank of a brand within the top 25 results when it appears. If a brand appears at positions 3, 10 and 15 in various searches, the average position is the sum of positions divided by the number of times it appears.A lower value means a stronger presence near the top of the results — greater relevance or authority within the category.
| Combination | Reading |
|---|---|
| High Mention Rate + Low Average Position | Strong visibility and relevance — ideal positioning. |
| High Mention Rate + High Average Position | Visible but ranks lower — recognition without leadership. |
| Low Mention Rate + Low Average Position | Niche strength — appears infrequently but ranks well. |
| Low Mention Rate + High Average Position | Significant improvement needed in both visibility and relevance. |
Share of Voice by Model
The chart combines Brand Mention Rate and Average Position to show your brand’s standing relative to competitors across LLMs. Share of Voice focuses on the top 10 most visible brands, providing a clear benchmark.
- Y-axis — weighted Share of Voice (%).
- X-axis — ranked brands.
Share of Voice over time
Tracks weighted Share of Voice for key brands, combining Brand Mention Rate and Average Position to reveal trends and shifts.
- X-axis — weighted Share of Voice (%).
- Y-axis — time.
What’s next
Pros & Cons
Move from awareness to perception.
Key Attributes
Per-attribute brand-vs-competitor perception scoring.