brand awareness

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Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.

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You need to always have good brand awareness so that you know how people are perceiving your product and business.
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The Nike corporation has done an excellent job in brand awareness by making their "swoosh" one of the most instantly recognizable logos on the planet.
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In the cover letter I sent to the marketing company, I emphasized my extensive experience with brand awareness and brand development.
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