Brand awareness
DefinitionBrand Strategy
Brand awareness
The share of category buyers who know the brand exists - measured prompted (they recognise the name from a list) or unprompted (they name it themselves when asked about the category). The top of every brand funnel and the cheapest predictor of how hard your performance spend will work.
Evidence from the library
The cheaper half of the awareness curve is the half you are on before anyone knows youPrincipleSearching for a brand by name is a demand signal, not an exposure metricPrinciple+5pp awareness = +5pp Share of SearchAt low awareness, brand growth converts into search demand roughly one for oneStatWhen Share of Search stops tracking awareness, that is the signal to move money down the funnelPrinciple9-27% preference shareUnknown brands can take preference from category leaders on behavioural principles aloneStat
Source
Marketing Definitions
standard brand tracking practice; see Tracksuit funnel methodology
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionMarket shareDefinitionFuture demandDefinitionValue proposition