Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.

Brand awareness
Brand awareness in business markets: When is it related to firm performance?
The Underlying Structure of Brand Awareness Scores
A model of brand awareness and brand attitude advertising strategies
Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product
How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix
Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: : A Replication
The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentions:
Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness
The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook