Brand Awareness

What is 'Brand Awareness'

Brand awareness is 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.

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  2. Why is brand equity considered an intangible asset?

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  3. What are some of the benefits of positive brand equity?

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  4. What impact does brand equity have on profit margins?

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  5. What are some of the ways that a company can improve its brand equity?

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