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.