Thesis (PhD)--University of South Australia, 2010. Includes bibliographic references. The majority of marketers track brand awareness metrics (Ambler 2000; Kapferer 2004). However, contrary to their prevalence, only few guidelines exist to assist marketers in the correct selection and interpretation of the metrics (e.g. Lynch and Srull 1982; Percy and Rossiter 1992; Laurent et al. 1995; Romaniuk et al. 2004). Consequently, very few marketers have a good understanding of the differences between brand awareness metrics (Macdonald and Sharp 2003). This limits the ability of marketers to understand how they fluctuate over time, how sensitive they are to different marketing activities, and the relationship between changes and other measures of brand performance, such as sales. As a result, few managers consider them as particularly useful metrics when formulating marketing strategy (Ambler 2000). This thesis seeks to provide a base for better interpretation of the main brand awareness metrics: top-of-mind, category prompted awareness and brand prompted awareness. Underlying all brand awareness metrics are the awareness levels of two very different groups of people: brand users and non-users. To date, no research has explored how these two groups are reflected across the different brand awareness metrics.