Brand Knowledge Definition

What is Brand Knowledge?

Brand knowledge definition: brand knowledge refers to a consumer’s understanding and recall of a brand and its products.

Brand knowledge is typically concerned with the consumer’s ability to remember, say, or associate a brand with the correct:

• Brand story
• Brand values
• Brand partnerships
• Products

Customers who can recite this information are considered to have a high level of brand knowledge.

For example:

People who have read the book Shoe Dog by Phil Knight have a high level of brand knowledge about his company, Nike.

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Popularity of the term Brand Knowledge

Concept related to Brand Knowledge

• Brand awareness
• Brand identity
• Brand governance
• Brand authenticity

Additional resources about Brand Knowledge

• Understanding Brand Knowledge
• Branding knowledge you need to know
• Building brand knowledge structures