What is brand awareness?

Brand awareness is a percentage value that reflects how well known a brand is.

The value is determined by a survey in which people indicate whether they can remember a particular brand. The survey can be either aided (with choices) or unaided (without choices).

Strong brand awareness means that people are more likely to choose this brand, especially when making quick purchasing decisions. The brand image is also decisive here. Brand awareness is more important for online purchases compared to purchases in bricks-and-mortar stores, as the products cannot be physically tested here and the customer trusts the quality of a particular brand.