Brand awareness

Brand awareness is the share of the audience that knows the brand and remembers it in the desired category. It is divided into two types: spontaneous (remembered by myself) and induced (learned from the list). For marketing, the first is more important.

Awareness is the top of the funnel and affects the cost of everything below. When a brand is recognized, performance advertising works cheaper: CTR is higher, CPL is lower, because people click on a familiar name without internal resistance. Pure performance without awareness quickly hits the ceiling.

Measuring awareness is more difficult than CPL. Proxy metrics that I use: brand search (how many people search for a brand by name), direct visits to the site, subscriber growth without advertising, mentions in comments. These numbers are growing - awareness is working.