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Marketing vocabulary · Branding & Positioning

Brand awareness

Meaning in marketing, with examples

nounCore term

In marketing, brand awareness means: How well people in the target market know and recognise a brand, for example whether they can name it without help or recognise its logo.

In Turkish: marka bilinirliği, marka farkındalığı

How it is used

A common goal for new brands and for TV or outdoor campaigns. Campaigns build, raise or drive brand awareness. Research agencies measure unaided awareness (people name the brand themselves) and aided awareness (they recognise it from a list).

Example sentences

  1. The main goal of the first year is brand awareness, not sales.

  2. After the TV campaign, unaided brand awareness rose from 12% to 21%.

Common collocations

  • build brand awareness
  • raise brand awareness
  • aided brand awareness
  • unaided brand awareness
  • top-of-mind awareness
  • brandThe name, design and reputation that make a company or product recognisable, together with the ideas and feelings people connect with it.
  • reachThe number or percentage of different people who see an ad or campaign at least once during a certain period of time.
  • KPIShort for key performance indicator: a measurable number that shows whether a team, campaign or business is reaching its most important goals.
  • brand imageThe picture of a brand that exists in customers' minds: what they believe, feel and remember about it, whether positive or negative.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Branding & Positioning

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