Marketers often distinguish two levels. Recognition means people know the brand when they see it. Recall means they name it unprompted when they think about the category, which is far more valuable. Awareness is measured through surveys, branded search volume, direct website visits, mentions and, on social media, reach among people who do not yet follow the account.
Awareness is built through repetition and consistency: a recognisable voice, look and message, shown to the right people over time. It is slow to build and hard to credit to a single post or ad, which is why it often loses out to campaigns with an immediate result. Brands that only chase conversions tend to find each one gets more expensive.
