Brand Awareness
Percentage
Measures the percentage of target market familiar with a brand. Higher brand awareness means more people recognize and recall your brand, potentially leading to increased sales and market share.
Formula
Higher brand awareness means more people recognize and recall your brand, potentially leading to increased sales and market share.
Example
If 500 out of a 1000 surveyed individuals know a brand, the brand awareness is 50%.
To find out if respondents are familiar with a brand, respondents are typically given a list of brands and asked which ones they recognize. This method checks if they can recognize your brand among others. For example, "Which of the following brands are you familiar with?" followed by multiple brand options, including the brand you're measuring.
In an alternative approach, respondents are asked to list brands in a particular category without any prompts. This checks which brands come to their mind spontaneously.
For example, "Can you name any smartphone brands you know?" If your brand is Apple, you'd be looking for it in their answers.