Research Topics:

Brand Equity | Brand Identity | Brand Loyalty Studies

Industry/Market Focus:

Consumers

Content Type:

Glossary

Brand Awareness Definition

The proportion of target customers that recall a brand in the product category in which the brand operates.

Brand awareness in marketing research refers to the level of recognition and familiarity that a target audience has with a particular brand. It signifies whether consumers can identify and associate a brand with its products or services. It's a crucial metric for measuring a brand's presence in the market.

Who relies on brand awareness?

Marketing professionals, advertisers and business strategists use brand awareness measures to explain and understand the extent that their brand is known among consumers and whether their marketing efforts are successful in reaching their target markets.

Why should I care about brand awareness?

Brand awareness dramatically influences consumer purchasing decisions. Simply put, brands that possess more brand awareness are more likely to be considered as potential purchases. Business professionals use measures of brand awareness to determine the effectiveness of marketing campaigns.