Brand Awareness

Definition

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.

Related

The Evolution of Brands

Products

Resources

Book: The Agile Brand (2018) by Greg Kihlström