Experience Best-In-Class Digital Asset Management

Digital Asset Management thumbnail

Digital Asset Management

Manage content planning, creation, and distribution all in one place to get on-brand, personalized customer experiences to market faster.

Productivity Management thumbnail

Productivity Management

Improve productivity and collaboration, increase visibility, and align strategies with business objectives in real time to move your brand forward.

Plan & Spend thumbnail

Plan & Spend

Track, measure, and optimize your marketing spend and performance with planning, budgeting, and expense management tools all in one place.

Marketplace thumbnail


Explore partner apps, connectors, tools, and templates that expand the capabilities of the Aprimo platform.


By Industry

Financial Services

By team

By Company Size



The Definitive Guide to Content Operations

Everything you need to know about content ops and how it helps drive personalized CX at scale.

Discover Aprimo's Content360°

Get a single view into strategy, planning, execution, review, and delivery across all teams and locations in real time.

Marketing Cheat Codes Podcast

Join industry luminaries and DAM experts on how they beat Marketing: the game that never ends. New episodes every other week!

About Us

Back to glossary

Brand awareness

What is Brand Awareness?

Brand awareness refers to the extent to which a target audience recognizes and recalls a particular brand. It is a crucial metric in marketing that measures the familiarity and visibility of a brand among consumers. This recognition can be achieved through various marketing efforts, including advertising, public relations, social media, and other promotional activities.

Why is Brand Awareness Important?

  1. Trust Building: Establishing brand awareness fosters trust among consumers. Familiarity often leads to a perception of reliability and credibility.
  2. Customer Acquisition: Consumers are more likely to choose a brand they recognize when making purchasing decisions. Strong brand awareness can attract new customers.
  3. Competitive Edge: In a crowded marketplace, having a strong brand presence helps a company stand out from competitors, making it more likely for consumers to consider its products or services.
  4. Brand Loyalty: Ongoing brand awareness efforts contribute to building long-term relationships with customers, fostering loyalty and repeat business.


  1. Tesla: Tesla, known for its groundbreaking electric vehicles and innovative approach, has rapidly gained global brand awareness in the automotive industry.
  2. Starbucks: With its distinctive green logo and ubiquitous presence, Starbucks has become synonymous with premium coffee, achieving remarkable brand awareness worldwide.
  3. Netflix: Through strategic content creation and a seamless user experience, Netflix has successfully built strong brand awareness, making it a leading name in the streaming entertainment industry.

Frequently Asked Questions

How can a company measure brand awareness?

Brand awareness can be measured through surveys, social media analytics, website traffic, and brand mentions. Key performance indicators (KPIs) may include recognition, recall, and customer perception.

Is brand awareness only relevant for large companies?

No, brand awareness is important for businesses of all sizes. Even small and emerging companies benefit from building a recognizable brand to compete effectively and attract customers.

Can brand awareness be built solely through online channels?

While online channels like social media and digital marketing are powerful tools, a comprehensive strategy often includes a mix of online and offline efforts. This may include traditional advertising, events, and community engagement.

How long does it take to establish strong brand awareness?

Building brand awareness is a gradual process that varies depending on factors such as industry, competition, and marketing efforts. Consistency over time is key, and results may take months or even years to fully materialize.


About UsCareersPress and MediaContactTrustGlossary
Privacy PolicyTerms of Service

© 2023, Aprimo All Rights Reserved.