Usage of article (advertising campaign is to enhance brand awareness so that...)

[Nessie]

Hi, please have a look at these two sentences:

1/ The aim of the advertising campaign is to enhance brand awareness so that consumers become more familiar with our coffee products
=> Is it OK not to say 'the brand awareness'? When we say 'Switch off the TV', we surely know which TV the speaker refers to (perhaps because there is only 1 TV in a family). And, in this case we can also understand the speaker refers to the brand awareness customers have of their company, so why don't we use 'the'?

2/ Suchard is a brand leader of Swiss chocolate
=> About this one, I wonder why 'a' is used instead of 'the', because there is only 1 brand leader (according to its definition - brand leader - the brand with the largest market share)

Many thanks,
Nessie.
_________________
:(... something we never have again, I know... I guess I really really know.. :(

Sorry seems to be the hardest word...

[HamburgEnglish]

There is never one leader, only people and companies that believe they are the only leader. But perception is the view of the many, not the ideas of one!

[Barb_D]

1. Keep "brand awareness." Awareness is an abstract, uncountable noun, and brand simply describes what sort of awareness we're talking about.
2. In most industries, there are a few companies that lead the way, although there are a few that are dominated by one. In the first type, there are brand leaders, plural, and so the indefinite article is correct.