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Brand Awareness is the measure of a brand’s recognition and association among its target audience. It not only implies that consumers know the name, logo, imagotype or isotype of a brand, but also how they feel and perceive that brand in a broader context, which contributes to the construction of its corporate image. The more familiar a consumer is with a brand, the more likely they are to choose it over lesser-known ones.

Brand Awareness is built through advertising campaigns, public relations, events, presence on social networks and other marketing strategies. The ultimate goal is for the brand to become the consumer’s preferred choice in a category of products or services.