Brand awareness
Brand awareness measures the extent to which an audience recognises or remembers a brand within a category
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can be researched unaided or aided. Defining the population, the category and the time of measurement makes results comparable. Being a well-known brand does not in itself demonstrate preference, trust or purchase intent.
Topics
Variants and linked concepts
- Aided recall. Aided recall is researched using prompts or lists. It should be distinguished from unaided recall when comparing results.
- Memorability. Memorability refers to the ability to remember a brand or message. Measuring it requires defining the stimulus, population and period.