Brand awareness

Brand awareness is the degree to which buyers know a brand: do they recognise it when they see it (aided awareness) and does it surface spontaneously when the category comes up (unaided awareness, with top-of-mind as the strongest form). Awareness is the entry gate to any brand effect; a brand that is not in memory does not compete in the choice. At the same time it is a coarse measure: that people know a brand does not mean they think of it in a real buying situation. Modern brand research therefore shifts from bare awareness figures to mental availability, measured across concrete buying situations.

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