Measuring awareness of a brand and/or its advertising presence is one step towards a measure of campaign effectiveness. However, it is important to distinguish between spontaneous and prompted measures in order to make specific decisions around media strategy (channel, frequency, reach) and creative quality. Precise use of awareness measures can also inform calculations of brand value and the contribution of marketing to overall financial performance.


Brand awareness measurement has three distinct but related approaches: top of mind, spontaneous and aided recall. Top of mind awareness relates to the first brand recalled in response to the product category cue. This is considered to be one of the best 'predictors' of consumer choice. Spontaneous awareness can be defined as unprompted recall of the brand name while aided awareness involves recognition of the brand name when prompted.

Key insights

1. Brands should avoid “going dark” or risk a drop in awareness