What is Awareness of the brand?

Brand Awareness or simply awareness is the extent to which potential customers remember a brand.

The idea behind it is that as consumers become familiar with brands on an ongoing basis, they position themselves as a viable option in their minds when making decisions. This is supported by the fact that studies show brand familiarity increases trust and leads people to hold products in higher esteem than new ones. It also helps with sales; through increasing cognitive fluency (how easy it is for someone to process information) and familiarity (related to previous exposure to a product), leading individuals to think more positively about existing brands without having all of the facts at hand while making purchase decisions and encouraging them to buy more often from those brands.