Techniques that may be used by a consumer analytics system to track consumers' knowledge of brands and interactions with brands based in part on location data for consumers and responses to surveys that are distributed to consumers based at least in part on location data for the consumers. Such location data may be received, for example, from mobile devices operated by the consumers. A brand strength may represent any suitable measurement of a fraction or share of a market category. In some embodiments, a consumer analytics system may determine brand strength for a business using factors that each represent a “share” of a market category held by a business. The system may additionally track changes in these factors over time. Examples of factors that may be tracked include brand awareness for a business, brand accessibility for the business, brand consideration, brand usage, and brand favorites.