Brand Awareness


DEFINITION of 'Brand Awareness'

The likelihood that consumers recognize the existence and availability of a company's product or service. Creating brand awareness is one of the key steps in promoting a product.

BREAKING DOWN 'Brand Awareness'

Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales.

For example, in the soft drink industry, very little separates a generic soda from a brand-name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share.

  1. Brand Identity

    The components of the brand are created by the business itself, ...
  2. Cult Brand

    A product or service that has an energetic and loyal customer ...
  3. Repeat Sales

    A purchase made by a consumer that replaces a previous purchase ...
  4. Generic Brand

    A type of consumer product that lacks a widely recognized name ...
  5. Word-Of-Mouth Marketing - WOM Marketing

    When a consumer's interest for a company's product or service ...
  6. Brand Management

    A function of marketing that uses techniques to increase the ...
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