Brand Awareness
What is meant by Brand Awareness?
Brand awareness is generally understood as the measurable presence of a brand within its relevant target group, expressed as a percentage. In other words, it indicates the share of people within a target audience who are familiar with a particular brand. This target group may consist of end consumers (B2C) or decision-makers in B2B companies within a specific industry.
B2B brands, which are often relatively unknown to the general public, can therefore achieve a much higher level of awareness within their target group than well-known B2C brands.
A brand is considered well-known if at least 20% of its relevant target group is aware of it.
How can Brand Awareness be measured?
Brand awareness is a key performance indicator (KPI) in brand analysis. A brand’s presence within its relevant target group is a fundamental prerequisite for measuring brand success.
Brand awareness is measured through market research studies and is typically compared with competitors or industry benchmarks. Typically, the following four key indicators are analysed:
Top of Mind
The first brand mentioned in an unaided survey question – without providing any brand names. This brand has a particularly strong presence in the minds of the target group.
All brands that are recalled without the prior mention of a list of brands.
Aided Awareness
All listed brands that are recognized at least by the name.
Qualified Awareness
Brand that are well to very well-known. A high level of qualified brand awareness indicates engaged and knowledgeable brand audience.
How can Brand Awareness be increased?
“Awareness on itself does not sell”, according to brand expert Alexander Biesalski. The brand impact chain (illustrated below) shows that effective measures are initially essential to achieve high levels of brand awareness in the market
These may include targeted marketing and sales measures such as traditional advertising, sponsorships, trade fair appearances, personal customer contact, product presentations, expert articles, and more.
Brand awareness does not necessarily translate into brand success. The brand value chain explains the full relationship on the path toward a successful brand that ultimately creates value.
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