The three types of awareness

Brian Brydon writing on BBDO’s Comms Planning Medium channel:

Recall (a.k.a., unaided awareness, spontaneous awareness):

The percentage of your audience that lists your brand first when prompted with the brand category.

The percentage of your audience that can name your brand when prompted with the brand category and there is no limit to the number of brands they can name (i.e., Toyota Prius and the eco-friendly cars category).

Recognition (a.k.a., aided awareness):

The percentage of your audience that says they know your brand after being prompted with an explicit brand cue (i.e., brand name or logo).

Top of Mind Awareness:

The percentage of your audience that lists your brand first when prompted with the brand category.”

I think that, as usual, our industry has over complicated awareness. As you can see, each of the three metrics have multiple names. I prefer to keep it simple. I only ever use one name for each: unaided awareness, aided awareness and top of mind awareness. I propose that you do the same.

Hey. I’m Alex Murrell. I'm a Planner at Epoch Design in Bristol where I help deliver highly creative, innovative and effective pack, instore and online communications for some of the world’s biggest FMCG brands. Want to know more? You can find me on Twitter or LinkedIn.

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