Introduction The ability of consumers to identify, describe and differentiate a specific brand from its competition is at the center of all branding initiatives carried out by different branding managers as they try to improve their brand awareness levels. This paper shall set out to discuss the importance of brand awareness by conducting a case study that compares two brands in Australia. This shall be done by highlighting the importance of brand awareness, comparing the breadth and depth of brand awareness for the chosen products and analyzing the results from the survey conducted in a bid to measure the level of brand awareness each product has in the Australian market. Importance of brand awareness According to Atiglan et al. (2009), brand awareness refers to the likelihood that consumers within a given market know of the existence and availability of a given product. Atiglan et al. (2009) further state that brand awareness is the degree of precision to which consumers link a brand to a specific product. Effective brand awareness is measured from the consumers’ ability to recognize or recall a specific brand. Similarly, Srivastava (2009) argues that branding efforts become futile if the product does not satisfy the needs of the targeted consumers. As such, the author states that brand managers should come up with brands that consumers can identify with in regard to the product’s performance, applicability and imagery. With this in mind, it is always important for brand managers to measure the brand awareness level of their brands in order to reap the learning, consideration and choice advantages. Keller (2008), states that effective brand awareness ensures that the brand is registered in the consumer’s mind. This means that a consumer is able to easily recognize and recall a brand amidst other competing brands. In addition, brand awareness increases the probability that consumers will consider a specific brand and choose it when faced with options. As such, measuring the brand awareness level of a given brand is important to brand managers because it enables them to market and improve their brands in a manner that guarantees consumer satisfaction and loyalty. Breadth and Depth of Brand Awareness: Sample Description According to Keller (2008), the depth of brand awareness refers to the ease of recognition and recall and how strong the brand is categorized among competing brands. The breadth of brand awareness deals with the purchase and consumption considerations made by the consumer when choosing a specific brand. In order to measure these dimensions, a case study was conducted in a bid to establish the overall consumer satisfaction rating of two prominent quick service restaurants in Australia. McDonald’s restaurants and Subway restaurants were chosen and ten respondents selected to participate in the survey. Eating fast and maintain a healthy life style were the main considerations made by consumers frequenting quick service restaurants. This is according to results posted by respondents to a survey recently conducted in Australia. Age, gender and career choice played a pivotal role in determining the type of food consumers ordered. In regard to