Traditional brand research is focused on measuring the purchase funnel with an eye toward understanding awareness, familiarity, consideration, and purchase. This approach treats consideration as a high level concept, rather than a more tangible measure associated with a planned purchase.
The consideration set is quite dynamic, particularly when a purchase journey involves a significant decision. Consideration of brands, in fact, can start long before the buyer is in the market to make a purchase and evolves over the course of the purchase journey.
To beat your competition, you must first ensure your brand is being considered. In fact, it should be preferred, not just at the end of the purchase journey, but as much as possible throughout the purchase stages.