Definition
Brand awareness describes how many people in a target group know a brand. A distinction is made between unaided (brand is named freely) and aided awareness (brand is recognised).
Why does it matter?
Awareness is the basis for a brand being considered at all in a purchase decision.
Common mistakes
- Measuring awareness only through clicks instead of surveys or brand-lift studies.
Matching tool
Related terms
To the full marketing glossary
Definitions follow common usage in marketing. Example values are arbitrary and not industry values.