brand awareness
Definition:
A measure of the number of CONSUMERS able to recall or identify a BRAND, with or without assistance. AWARENESS is invariably much higher than purchase behaviour, but is a useful measure for assessing the effectiveness of ADVERTISING and promotional activity through before and after studies.
Cross-References:
[advertising]
[consumer]
[awareness]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].