Brand awareness

Brand awareness is a marketing
concept that measures consumers’ knowledge of a brand’s existence. At
the aggregate (brand) level, it refers to the proportion of consumers
who know of the brand.

 

Measurement driven conceptualization


Brand
awareness, In general, means the extent to which a brand associated with
a particular product is documented by potential and existing customers
either positively or negatively. Creation of brand awareness is the
primary goal of advertising at the beginning of any product’s life cycle
in target markets. In fact, brand awareness has influence on buying
behaviour of a buyer. All of these calculations are, at best,
approximations. A more complete understanding of the brand can occur if
multiple measures are used.
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