Brand awareness is a key consideration in Consumer Behaviour and Advertising strategy. Brand awareness refers to the extent to which customers are able to recall or recognise a brand. The consumer's ability to recognise a brand is central to purchasing decision-making. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but he or she must be able to recall enough distinguishing features for purchasing to proceed. For instance, if a consumer asks her friend to buy her some gum in a "blue pack", the friend would be expected to know which gum to buy, even though neither friend can recall the precise brand name at the time.