What is brand awareness

The brand awareness is the ability of a consumer to remember and spontaneously recognize a brand.

It is divided into spontaneous awareness (when a user remembers a brand without any prompts) and prompted awareness (when a user recognizes a brand with some "hints", like when seeing the logo).

We are sure that you have recognized these logos: Mercedes, Eni, Apple, and YouTube.

Well, this is brand awareness. You immediately connected these logos with the name of the brand, which means their work to increase awareness has been done well.

How to measure brand awareness?

To understand how much a brand is present in people's minds, David Allen Aaker, an American economist and marketing expert, created the Aaker's Brand Equity Model, divided into 4 levels of """ Please note that I've changed the link from the Italian Wikipedia page to the English one for David Aaker. If you want to keep it pointing to the Italian page, you can revert that change. brand awareness:

1. UNAWARE OF A BRAND: literally unaware of a brand. It indicates the lowest part of the pyramid, i.e., people who do not know that brand at all.
2. BRAND RECOGNITION: at this stage, people begin to remember a brand, but only thanks to the stimuli received (for example, when you hear the name of said brand on the radio and think "I've already heard it! They're the ones who make...")
3. BRAND RECALL: here instead people begin to spontaneously associate the brand with a certain sector of services or goods.
4. TOP OF MIND: this is the highest tier of the pyramid, where if you want to buy a type of product you immediately think of a particular brand. It's the ultimate goal that various brands aspire to.

The TOP OF MIND, as already mentioned, is the highest level of awareness and knowledge of a brand by a consumer, so much so that it significantly influences his purchasing decision.

Just try to think about how powerful a brand has become once it reaches the TOP OF MIND stage. Let us give you some examples to make it clearer: if you needed to buy a pair of swimming goggles and a swim cap, which store would come to mind immediately? Obviously Decathlon. And if you're craving a tasty hamburger, who do you think of right away? We're all-in on McDonald's. But if you need to search for any kind of information on the web, where do you look? Let's see if we can guess... On Google?

In some cases, however, the brand's notoriety is even more established, because the name of the brand evokes a common use product. Some examples? Coca-Cola, Scottex, Scotch Tape, Bic. These are all names of certain brands that have reached the pinnacle of the pyramid; they have become everyday objects that consumers identify with precisely the most established brand name.

Addirittura, neologisms have been created from these brands, such as "to google" or "to scotch".