Brand Awareness

Brand awareness indicates how present a brand is in the minds of people, how easily it is recognized, and how well it can be associated with specific categories. To assess this, market research often examines both aided and unaided brand awareness. In the first case, the brand is recognized when it is listed or shown. In the second case, the brand is named spontaneously without any prompts. High brand awareness is crucial in purchase decisions for or against a brand. It promotes mental availability – the likelihood that a brand will come to mind during purchase decision processes, as it is stored in the memory of potential buyers.