Which term describes the familiarity of consumers with a brand?

The term that describes the familiarity of consumers with a brand is brand awareness. This concept refers to the extent to which consumers can recognize or recall a brand and its attributes. High brand awareness indicates that the target audience is not only aware of the brand but also has some level of recognition or association with it, which is crucial for effective marketing. Brands that achieve high levels of awareness are often able to influence consumers' purchasing decisions, as people tend to gravitate toward products they recognize.

Brand equity, while related, focuses more on the value of a brand in the market, derived from consumers' perceptions, experiences, and associations. Brand identity is concerned with how a brand presents itself to consumers, including visual elements, messaging, and overall positioning. Brand loyalty refers to a consumer's commitment to repurchase or continue using a brand, which can be a result of prior brand awareness, but is a different aspect altogether. Thus, brand awareness stands out as the most direct term to describe consumer familiarity with a brand.