Brand awareness is a shallow metric. It tells you if people recognize your name, but it doesn’t tell you if they care, feel inspired, and want to take action. That’s a huge problem. Just ask Kmart, ...

Brand awareness means how customers perceive, recall and recognise a brand. It also measures the brand’s external perceptions, which plays a key role in building marketing strategies specific to ...

Brand awareness isn’t what it used to be—and that’s a good thing. In a marketplace saturated with messages, platforms and products, brand awareness isn’t just about being seen. It’s about being felt.

Brand awareness comes in two forms: unaided and aided. Unaided awareness is when consumers can remember a brand name without any help; for instance, when asked to name a soft drink, the immediate ...