This concept, originating from digital marketing, is an important indicator that reveals whether a brand is remembered or recognized by users. The main objective is for the audience to positively associate a brand with the product itself. Likewise, positioning is equally important, as this specifically differentiates a brand from the competition for the same product. Brand Awareness can be measured in 3 different ways on a gradual scale. The first is \"top of mind,\" which means that the brand is remembered when only the product category is mentioned. The second is \"unaided recall,\" meaning the brand isn\'t mentioned initially, but it\'s easily remembered and assigned to a category without much trouble. And finally, there\'s \"assisted recall or recognition,\" which is when the consumer remembers the brand only after being interviewed. To implement this tool within the strategy, it is necessary to ask a series of questions, which must be answered in 10 seconds. This short exercise allows you to assess how well the brand is remembered by consumers. For example, a dairy brand could ask questions like: Name a yogurt brand, what is your first choice when buying snacks, etc. The recorded responses will, in themselves, be brands that the public immediately associates. The benefits of this practice can be increasing brand awareness, generating brand associations in the minds of potential customers, and increasing sales. This data collection can be integrated into new strategies or campaigns. A brand could create new distinctive elements if they are lacking, for example, an attractive logo that represents the brand. Likewise, real benefits can be gained, such as compiling a list of appropriate keywords to use.