In marketing, awareness refers to the extent to which consumers recognise or recall a brand, product, or service. It is the first stage in the customer journey and a key objective of advertising and promotional activity. Awareness can be unaided(where the brand is recalled without prompts) or aided (where recognition follows a cue). Building strong brand awareness increases familiarity, trust, and the likelihood of consideration during purchase decisions. It is essential for market entry, competitive positioning, and long-term brand equity, forming the foundation upon which interest, engagement, and loyalty are built.