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The Importance of Brand Awareness

Posted by | January 14, 2014 | PR Knowledge | No Comments

When people hear the word ‘brand’ many things may come to mind. It may be their favorite brand of shoe, or perhaps their favorite clothing brand. All of this is thanks to a thing we like to call Brand Awareness.

By definition, Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.


Why do brands/companies need this?

Brand Awareness is very, very important and a defining factor in any products success. If consumers recognize a product, they are more likely to purchase, as well as recommend said product to their friends- which in turn increases sales!


There are two types of Brand Awareness: Top of Mind and Aided.

Top of Mind awareness is the highest level of awareness. This means that when a customer is in need of a product, a brand name comes to mind. For example, Person A asks Person B what type of detergent they like; Person B automatically says they really enjoy A+ Detergent. This means that A+ Detergent has reached “Top of Mind” Awareness.

Aided awareness is when a consumer may not be able to name a brand off the top of their head, but is able to recognize one brand name when multiple are present. For example, Person A asks Person B what type of detergent they like. Person B is unsure, so Person A gives him a list of common detergents. Person B then remembers that they enjoy A+ Detergent.


At Avalon Communications, we work closely with each client to develop compelling and consistent communication with the consumer media in order to increase brand awareness. We do so by identifying the best target markets for each product to ensure wide spread visibility. This visibility in turn encourages Top of Mind awareness and incrementally drives sales.


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