How easily a brand comes to mind when a buyer is in a buying situation. Ehrenberg-Bass research, popularized in Byron Sharp's How Brands Grow, ties growth mainly to building it across many category buyers.
For brand strategy, media planning, reach versus targeting decisions, and any category where most buyers purchase infrequently.
Coca-Cola staying top of mind with broad reach; a plumber's truck wrap seen every day around town; consistent sponsorship of a local sports team.
A high-value strategic play for consumer brands and local businesses. Flagged when 'brand awareness' is used as an excuse for spend that is never measured.
