Brand Awareness
Percentage of target audience that is aware of the brand, measured via survey
What is Brand Awareness?
Brand awareness is the percentage of people in a survey who say they know your brand. It measures how well known the brand is among a defined group of people.
It matters because people rarely buy from a brand they have never heard of. Awareness sits at the top of the funnel, and tracking it shows whether brand-building activity is working over the long term.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Brand & Awareness
- Industry
- All Industries
- Type
- Lagging
- Impact
- Quality
- Unit
- %
- Measurement frequency
- Quarterly / Annual
- Formula
- (Survey respondents aware of brand / Total survey respondents) × 100
How to calculate it
Survey a representative sample of your target market and divide the number who are aware of the brand by the total number surveyed, then multiply by 100.
For example, if 240 of 800 respondents say they have heard of the brand, awareness is (240 / 800) x 100 = 30%.
Decide whether to measure unaided awareness, where people name brands without prompting, or aided awareness, where they are shown a list. Unaided is stricter and more meaningful. Keep the question, audience and method identical between waves so results can be compared.
Where it is used
Tracking brand-building
Measure whether advertising, PR and content are making the brand better known over time.
Comparing with competitors
See how far behind or ahead of rivals the brand is in the eyes of the market.
Guiding market entry
Understand starting awareness in a new region or segment before launching.
How to improve it
Tips and common mistakes
- Awareness moves slowly. Judge it over quarters and years, not weeks.
- Use a large enough, representative sample. Small or biased surveys give misleading results.
- Do not confuse awareness with preference. People can know you and still not choose you.
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