# Brand awareness: what it is and how it works · Zorraquino
> Brand awareness measures the extent to which an audience recognises or remembers a brand within a category.
URL: https://www.zorraquino.com/en/dictionary/branding/brand-awareness.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## 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.

## Related concepts

- [Brand activism](https://www.zorraquino.com/en/dictionary/branding/brand-activism.html)
- [Brand archetype](https://www.zorraquino.com/en/dictionary/brand-archetype)
- [Brand community](https://www.zorraquino.com/en/dictionary/branding/brand-community.html)