Brand awareness in marketing refers to how well a customer is able to recall a particular brand. Opposed to how well someone is able to recognize or recall a certain product/service, a brand also must recognize their own customers in order to properly market themselves. An example of this can be seen with many Youtube sensation groups like the Paul brothers or The Sideman. Allthough both groups can be seen as entertainers, both have their own products and services and are keen on marketing to it to their audience. They are incredibly knowledgeable on the demographic of their audience and have shown that through their brand marketing. An example of this can be seen when the Sideman came out with their own liquor brand called the XIX just a couple years ago.
Why would a group of youtubers who started playing Video games sell alcohol was a topic of debate in the Youtube world. The primary reason is they understand that their audience has grown up so all though most audience members were young when they first became popular, the loyalty of those fans a decade ago who are now older are of legal drinking age. Understanding your audience will help with how you market and what you market. Just like the Sideman, many entertainers establish key performance indicators such as the amount of viewers, how often do they come back and how long they watch it. Using the Sideman, their key performace indicators show what type of content does well, and what kind of content does not do as well. This set of data well indicate to them to either continue with the way they market themselves or potentially switch things up. Overall, understanding brand awareness and identifying key performance indicators will only benifit your content or brand.