What it is
Brand Penetration is a measure of the popularity of the brand.
Brand penetration is defined as the number of people who buy a particular brand over a specific period of time divided by the size of the concerned market’s population.
How to use
Long-term, brands grow via expanding their buyer base. Thus, winning new buyers and increasing brand penetration is prerequisite for brand growth.
Brand penetration measure how successful a brand has been, especially compared versus competition, in attracting buyers, and what the potential is in winning current non-buyers.
What to consider
Clarify the unit of measurement e.g. households versus individuals.
Clarify time period covered, normally month, quarter or year.
Clarify universe e.g. is it total population or a specific target group (e.g. households with kids)