What is brand awareness?

The ability of a consumer to identify, recognize, or remember a particular product or a brand. According to David Aaker, it can be measured in three levels: brand recognition, brand recall, and top of mind. Brand awareness yields benefits such as customer loyalty, the possibility of broadening the product portfolio into other markets, and even the capacity to make it difficult for new competitors to enter the market easily.

Other denominations:
Brand recognition

 
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