Ipsos Encyclopedia - Brand Awareness

A measure or indication of the readiness with which a brand springs to mind, usually expressed as a percentage of the target market.

Definition

​A measure or indication of the readiness with which a brand springs to mind, usually expressed as a percentage of the target market. There are three main measures of awareness: top of mind, total spontaneous (or unaided) and prompted (or aided) awareness. Brand Awareness is often measured as part of a brand funnel, which also includes consideration and usage metrics.

Media & Brand Communication