Brand Awareness
01 Definition
Brand Awareness meaning: The extent to which people recognize or recall a brand.
Brand awareness includes aided recognition and unaided recall among a defined audience. It is measured with surveys search behavior reach and other imperfect indicators.
Also called
brand recognition
Why it matters
How Brand Awareness fits the work
Awareness increases the chance a brand enters consideration when a need arises.
In context
The campaign increased unaided brand awareness among first-time homeowners.
Practical note
Exposure metrics are not the same as memory; define the audience and measurement method.