Definition: Notoriety is generally linked to institutional retention of brands, itself generated by a strong presence in the public space of the latter. For example, Apple's reputation is recognized as one of the most important in the global IT market. On the other hand, the notoriety of Bonne-Maman jams will be limited mainly to the French public.

Brand awareness is estimated by surveying a representative sample of the population to assess the number of people able to identify or cite the brand.

Notoriety is said to be “spontaneous” when the person questioned has no indication likely to help him. Notoriety is “assisted” when the answers are expressed by yes or no in front of a list of brands (example of question: do you know the following brands? Yes / No).