Brand awareness is expressed as the percentage of customers who have previously heard of the brand, i.e. the degree of consumer recognition of a company or product by its name.
It can be measured using two different metrics: brand recognition and brand recall. It is also known as aided/prompted awareness. Brand recognition refers to the ability of customers to confirm previous exposure to/knowledge about a brand. When a customer is given the product category and not the brand, brand recall is their ability to retrieve the brand from memory. Also known as spontaneous awareness or unaided awareness.« Back to Glossary Index