The value of brand awareness

From: Creating Brand Awareness

Awareness is a critical asset when building upmarket brand equity – one which, by itself, can offer exceptional short-term value. Unfortunately, awareness alone does not build brand equity. Conversely, brand equity cannot exist without awareness.

Defined as the level at which your customers and prospects are familiar with your brand, awareness is the most tangible and easily measured of the five brand assets. It is also the brand asset most commonly used as a standard by which to determine the effectiveness of marketing efforts. Unfortunately, building awareness today has become increasingly more challenging due to extensive media and market fragmentation.