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Definition: Brand awareness

What is brand awareness?

Brand awareness is a general term that describes how familiar (aware) consumers are with a brand or its products. Put simply, brand awareness is the measure of how memorable and recognizable a brand is to its target audience.

Establishing brand awareness is a powerful marketing strategy that leads consumers to develop an instinctive preference towards a brand and its products. Making a brand recognizable and memorable is at the heart of most marketing strategies because it is a major force behind brand trust, and ultimately, sales generation.

We recently interviewed 1000+ marketers from across industries and asked them about the future of marketing. Check out what they said about brand awareness in our State of Branding report '20.