Brand awareness refers to the extent of consumer awareness (recall and recognition) of a brand and its related products. Brand awareness of a brand and its related products are built through various forms of advertising. Brand awareness is essential in business marketing practices as it measures the ability of consumers to recall a brand. Brand awareness is a primary consideration in consumer behavior, advertising management, brand management, and strategy development. Consumers will not purchase unless they are aware of the product category and awareness of the brand within the category is present.
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