What Is Brand Awareness and How Do Marketers Use It?
Brand awareness is a marketing metric which quantifies the familiarity consumer have with a brand. While there are several different awareness metrics, they all indicate the percentage of a consumer population that has some level of knowledge about a brand. Brand awareness is typically calculated using a quantitative research survey. This video discusses the meaning of brand awareness, how brand awareness is measured, the definitions of aided awareness and unaided awareness, and how marketers use brand awareness metrics.
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