Brand Awareness

Brand Awareness measures how familiar consumers are with a brand and its products or services. It's a key objective in advertising, especially for new brands or when entering new markets. High Brand Awareness means that when a consumer thinks of a product category, a particular brand comes to mind. It's a foundational element of Brand Equity and can influence purchasing decisions. Advertising Campaigns focused on Brand Awareness often prioritize Reach and Frequency. It is the first stage of the AIDA Model (Attention/Awareness).