Brand awareness refers to how conscious a user is about a company. This metric not only measures a consumer’s ability to recognise a brand image but also measures whether a consumer is able to associate that image with the company’s respective product or service.
The backbone of any company or brand is its human workforce. In previous schools of thought a company is considered to be an entity, something that exists within itself. While this is true it neglects to include two vital aspects of a brand, the people that manage it and the customers that keep it running.