Brand awareness is the extent to which consumers are familiar with a brand and can recognise or recall it. It is a key goal of marketing and a foundation for brand equity and customer acquisition.

Brand awareness ranges from recognition, where consumers can identify a brand when prompted, to recall, where they can name it unprompted. Top-of-mind awareness is the highest level, where a brand is the first that comes to mind in a category. Awareness is built through advertising, social media, public relations, and word of mouth.

Key points

• Familiarity with a brand
• Includes recognition and recall
• Top-of-mind is the highest level
• Built through marketing and word of mouth