There has been a multitude of studies performed over the last couple of decades to evaluate brand awareness and brand exposure.
Depending on which study you refer to, the average person is exposed to consumer brands and commercial messages anywhere from 300 to 5000 times daily, depending on individual habits. Just think of your drive to work this morning, how many billboards did you pass? What about commercial vehicles with signs? What about the businesses you past and their signage?
Branding is important because the stronger the brand is the easier the communication becomes. It’s like a snowball going down hill… it gets bigger as it rolls and gains more momentum.