Comparison
Brand Awareness vs Share of Voice
Share of voice measures relative visibility; brand awareness measures whether the market recognizes or remembers the brand.
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Brand Awareness
Brand awareness is the degree to which a target audience recognizes, remembers and associates a brand with a category or need.
Awareness = recall + recognition + mental availability- Category
- Brand & Positioning
- Used for
- Brand & Positioning planning, Campaign review, Team alignment
Share of Voice
Share of Voice measures a brand's visibility or presence compared with competitors across a market, channel or media set.
SOV = brand mentions or impressions / total category mentions or impressions- Category
- Brand & Positioning
- Used for
- Forecasting, Budget allocation, Performance diagnosis