Brand awareness is a measurement of how easily consumers are able to recognize and recall a brand. There are generally two components:
- Brand recall, or how closely consumers associate a specific brand with a type of product, service, or need.
- Brand recognition, or how easily consumers are able to identify a brand based on its branding elements, such as a logo, tagline, fonts and colors, etc.
Book: The Agile Brand (2018) by Greg Kihlström