Brand Awareness

Also known as: Brand Recognition, Brand Recall, Unaided Awareness, Aided Awareness

Measure of the extent to which consumers recognize or recall a brand, measured spontaneously or aided.

Brand Awareness measures the degree to which a brand is known by consumers. It is measured in two ways: (1) Spontaneous Awareness (Top of Mind + Total Spontaneous): the consumer mentions the brand without any prompting; (2) Aided Awareness: the consumer recognizes the brand when shown or mentioned.

Awareness is the first step of the Brand Funnel and a prerequisite for purchase consideration. Its evolution over time is one of the most fundamental KPIs of brand management.

Awareness is monitored continuously in Atlantia's Brand Tracker, with breakdowns by demographic segment, geography, and purchase frequency.