What is brand awareness – The effectiveness of brand communication is typically measured surveying customers on their brand awareness. Awareness is of two kinds:

• Spontaneous (aka unsolicited). F.i. asking interviewees: Which brands of Ketchup do you know?
• Solicited. Showing a list of brand names and asking: Which of these brands of Ketchup do you know?

Unsolicited awareness is more important and it costs more.