Establishing brand awareness is particularly valuable if you market and promote your company and products in the early stages of business. Consumers will recall your brand when they know your products are on the market. Getting your products into the hands of consumers through sampling events is a sure way to increase both brand awareness and sales. Brand awareness is measured by the degree to which consumers are familiar with your brand and products. Research suggests that the number of brands that consumers recall are influenced by individual product factors such as brand loyalty, brand knowledge, situational use factors and educational level. When consumers are tested, less than half of them remember more than seven brand names in a given category, while most consumers in low-interest product categories only remember one or two brands.