Brand awareness

What is brand awareness?

Brand awareness is the extent to which people are familiar with a brand or product. Brand awareness can be divided into three types: top-of-mind awareness, spontaneous awareness, and aided awareness. It is an important factor in marketing and advertising because it can provide tools to increase the visibility and recognizability of a brand. It is also an important indicator of the success of a marketing campaign. By measuring the brand awareness of your brand or product, you can gauge how successful a marketing campaign has been.

In practice, three forms of brand awareness are distinguished from each other:

Top-of-mind brand awareness

Top-of-mind brand awareness reflects how often a provider is spontaneously mentioned first. As an organization, brand, or product, you naturally want to be at the forefront of your target group's mindset as much as possible. This provides insight into which market players your target group thinks of first and are therefore top of mind.

An example in a survey or questionnaire would be: "Which brand of yogurt comes to mind first?"

Spontaneous brand awareness

Spontaneous brand awareness reflects how often a provider is mentioned completely spontaneously. This brand awareness is therefore naturally at least equal to top-of-mind brand awareness. Spontaneous brand awareness provides insight into which market players the target group spontaneously thinks of. This can help you create a clear picture not only of your own position, but also that of your competitors. In addition, by regularly monitoring spontaneous brand awareness, it is possible to identify market players who are not yet on the radar as competitors at an early stage as potential competitors.

An example in a survey or questionnaire would be: "Which five brands of yogurt can you name?"

Helped brand awareness

Aided brand awareness reflects how often the name of an organization/brand/product is recognized when presented. A commonly used method to measure aided brand awareness is to present a list of both your brand name and the names of your competitors, accompanied by the question of which of these names are familiar. Aided brand awareness provides insight into how often your organization/product/brand is recognized by the target group, whether or not this is the result of your recent marketing efforts.

An example of this could be: "Which of the following yogurt brands do you know?: Skyr, Optimel, Almhof, Danone, Arla."

A brand awareness survey and providing insight into brand awareness is an important KPI for evaluating marketing efforts. It is therefore regularly included as a periodic measurement point in dashboards and brand trackersor as a combination component in a target group analysis, image survey, or branding survey. Curious about the possibilities of measuring your brand awareness? We are happy to help you!