______ se refiere al conocimiento, percepción y familiaridad que los compradores tienen de una marca.

Brand awareness refers to the extent to which consumers are familiar with a brand, recognize its products or services, and recall its name. It's a key metric for understanding how well a brand resonates with its target audience. Driving traffic is a marketing objective, not a definition of consumer perception. Brand reach refers to the total number of unique individuals exposed to a brand's message, which is a measure of audience size, not their knowledge or perception of the brand itself.