Brand awareness is one of the hardest things for any company to measure—it's a subjective, slippery concept. We know the importance of it, though. With increased brand awareness comes better brand recall, meaning people are more likely to recall your brand when it comes time to buy.
So why is it hard to measure? First, "brand awareness" can mean different things to different groups. A company should answer these questions before figuring out how to measure performance of a campaign: