There is an ever increasing need to align your marketing strategy to changing market conditions, quickly and accurately. Every brand faces unique challenges that they will need to address in their brand awareness studies. We believe every brand awareness study should be customized as per requirement to capture the brand associations that contribute the most to brand equity and the marketing activities supporting the brand. In our past assignments, we have observed some unbelievable outputs which was very different from our customer`s understanding. We prescribe this examination as a frequent activity for every B2C association.