Brand awareness refers to the proportion of respondents in target groups that know of the brand’s existence. This can be measured through un-assisted brand awareness; i.e. do target groups mention the brand when asked to name a few in a certain category (e.g. capital cities or emerging countries). This is called brand recall. Top of mind awareness then refers to the proportion of respondents in target groups that name the brand first; i.e. top spontaneous brand recall. Assisted brand awareness measures brand recognition; i.e. do people recognise the name of the place when mentioned.