Brand awareness is the extent to which potential buyers are familiar with the qualities or image of a specific brand or product. Synonyms for brand-aware include familiar with, informed about, knowledgeable of, acquainted with, versed in, conversant with, and well-versed in the brand. A consumer who is brand-aware is cognizant of a particular brand's image, reputation, and attributes, and is likely to consider purchasing that brand. A brand that has high brand awareness enables consumers to identify it without much effort. Brand-awareness is a critical component of a successful marketing campaign. Businesses work hard to increase brand awareness among their target audience for better brand recognition and credibility in the market.