Brand awareness refers to how familiar people are with a brand, measured through surveys asking people to name brands without prompting. Brand perception is more complex and reflects people's attitudes and values towards a brand, based on their experiences, measured through surveys asking people to rate brands. Both brand awareness and perception studies provide important insights, with awareness important for growing brands and perception important for established brands to uncover opportunities to improve how people experience the brand.

1. Brand awareness and brand perception studies can provide important metrics for many
different kinds of organizations. Often though, definitions of each can get a little muddy and
these very distinct terms get used interchangeably. Here’s a quick overview of brand
awareness vs. brand perception and reasons why each is an animal all its own.
Brand awareness
Simply put, brand awareness is the “who” and the “how much” of brand information. It refers
to how many people know your particular brand and how that familiarity stacks up against
the competition. Usually, consumer awareness is measured through surveys that ask
participants questions like, “What brand comes to mind when it’s time for a medical check-
up?” Or, “What hospital would you think of first if a loved one needed minor surgery?” Here,
marketers are looking for unaided responses to gauge awareness. We’re focused on the
percent of respondents who mention a brand without any influence or suggestion.
Brand perception
Perception is more complex; it’s the “what” and the “why” of the brand. Perception is
created through experience with the brand’s product or service and it reflects the values
consumers have attached to it. Digging deeper than questions about awareness and
familiarity, perception studies score the attitudes that consumers have about a particular
brand. Study questions may ask participants to rank a clinic in terms of patient
communication or rank a cancer center based upon its holistic approach to treatment.
How each is used
So why are we splitting hairs between brand awareness and perception and how can all this
help your organization? Brand awareness and brand perception data both have their place
in the world of market research and both provide important insights on how to improve
market share. For growing brands or those that are new-to-market, assessing and
promoting awareness is a key driver to increase business. Organizations need to know how
to cut through competing brand messaging and position themselves for steady growth in a
field of other options.
But for more mature brands, perception is the primary driver. Consumers may be keenly
aware of an established brand, but not particularly prone to use it (i.e., you’ve heard of
Chrysler, but have you ever owned a Chrysler?). Perception studies uncover how
consumers experience a brand and the results (both positive and negative) reveal
opportunities to reposition it to reach new market segments.

2. Perception studies are especially useful as organizations face pivotal branding moments —
extending a brand, merging multiple brands, or revitalizing a mature brand. Insights from
study data form the foundation of a broader marketing strategy that honors the legacy of a
strong organizational brand and sets the stage for its successful evolution.
How has your organization benefited from brand awareness or brand perception studies?
What surprises about your brand did you discover from perception study results?