General Terms
Brand Awareness
Brand awareness measures how familiar consumers are with a brand and its distinctive qualities. It represents the ability of potential customers to recognize or recall a brand and correctly associate it with its specific product or service category.
Definition
Brand awareness measures how familiar consumers are with a brand and its distinctive qualities. It represents the ability of potential customers to recognize or recall a brand and correctly associate it with its specific product or service category.
Examples
Consumers automatically associating tissue paper with Kleenex
Recognition of a brand's logo without seeing its name
Top-of-mind recall when thinking about a product category
