Definition: Brand Awareness

What is brand awareness?

Brand awareness refers to how well people recognise or are familiar with a brand. Some consumers only have basic brand awareness and only know the brand name, while those who have higher brand awareness can easily identify the brand and remember features or details associated with the brand.

A key objective of marketing is to build brand awareness through various interactions with target audiences, and this usually requires consistent branding in advertising, on packaging, in promotions and in repeated contacts over time. If more people easily recognise or recall a brand, it shows that the brand is memorable to them. Increased brand awareness confirms the brand as a reliable option that people think of for their needs in related categories, and it can build customer loyalty by enhancing the reputation associated with the brand.

Companies measure brand awareness through surveys asking customers or by tracking mentions of the brand on digital platforms such as searches and discussions.