Brand Awareness

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What is Brand Awareness?

Brand awareness is a general term that describes how familiar (aware) consumers are with a brand or its products. Put simply, brand awareness is the measure of how memorable and recognizable a brand is to its target audience.

In order to come up with an effective and well-rounded brand awareness campaign, it is important to identify and differentiate the various types of brand awareness. Previously, we’ve written an article explaining what is brand awareness. In this article, we will focus on the types of brand awareness, how to measure each type and successful brand awareness examples of companies that have creatively put all the brand awareness types together.

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Brand Recall

This is defined as a customer’s ability to elicit a brand name from their memory as a result of a prompt by a product category. If a consumer hears the word “airlines” (a product category in this case), it should bring specific brand names to mind.

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Brand Recognition

Defining brand recognition is to help customer’s ability to differentiate a brand when in contact with it. The customer need not remember exact brand names. But when a brand name is given, the customer is able to state the product or product category, for instance.

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Top-of-mind awareness

What exactly is top-of-mind brand awareness? This is defined as the first brand that comes to a customer’s mind when they are asked an unprompted question about a product category. It is a response that is “off the top of your head”.

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Brand Dominance

This is when a consumer can only recall one brand name in a product category. When a large number of people can only recall a single brand name in a product category, we talk of that brand name having become a household name. A household name is seen as an indicator of brand success.

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