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Understanding Brand Awareness Concepts

The document discusses brand awareness and brand recognition. Brand awareness refers to the extent to which a potential customer recognizes or is familiar with a brand and correctly associates it with a particular product. The primary goal of advertising early in a product's lifecycle is to create brand awareness. Brand recognition refers to the extent to which consumers associate a brand with certain attributes, parts, offerings or communications about the brand when prompted. Brand recognition can be measured through logo and tagline testing to see if consumers connect a brand with its visual identity or slogans.

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Rama Chandran
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50 views4 pages

Understanding Brand Awareness Concepts

The document discusses brand awareness and brand recognition. Brand awareness refers to the extent to which a potential customer recognizes or is familiar with a brand and correctly associates it with a particular product. The primary goal of advertising early in a product's lifecycle is to create brand awareness. Brand recognition refers to the extent to which consumers associate a brand with certain attributes, parts, offerings or communications about the brand when prompted. Brand recognition can be measured through logo and tagline testing to see if consumers connect a brand with its visual identity or slogans.

Uploaded by

Rama Chandran
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd

CHAPTER - 1

INTRODUCTION

CHAPTER - 1 INTRODUCTION

BRAND AWARENESS Extent to which a brand is recognized by potential customers and is correctly associated with a particular product .Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction Brand awareness improved the extent to which brand names are chosen that are simple and easy to pronounce. To enhance brand recall, it is desirable for the brand name to be simple and easy to pronounce. Pronunciation also affects the willingness of consumers to order the brand orally. Ideally, the brand name should have a clear, understandable and unambiguous pronunciation and meaning. The way a brand is pronounced can affect its meaning Brand awareness is a marketing concept that measures consumers' knowledge of a brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand.

Contents 1 Measurement driven conceptualization 2 Research on metrics 3 Stability of responses 4 References

Measurement driven conceptualization Brand awareness means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets, and has influence on buying behaviour of a buyer. All of these calculations are, at best, approximations. A more complete understanding of the brand can occur if multiple measures are used. There are two schools of thought regarding the existence of negative brand equity. One perspective states brand equity cannot be negative, hypothesizing only positive brand equity is created by marketing activities such as advertising, PR, and promotion. A second perspective is that negative equity can exist, due to catastrophic events to the brand, such as a wide product recall or continued negative press attention (Blackwater or Halliburton, for example). Colloquially, the term "negative brand equity" may be used to describe a product or service where a brand has a negligible effect on a product level when compared to a no-name or private label product. The brand-related negative intangible assets are called brand liability, compared with brand equity Brand Recognition Brand Recognition is the extent to which a brand is recognized for stated brand attributes, parts, offerings, or communications. In some cases brand recognition is defined as aided recall - and as a subset of brand recall. In this case, brand recognition is the extent to which a brand name is recognized when prompted with the actual name. A broader view of brand recognition is the extent to which a brand is recognized within a product class for certain attributes. Logo and tagline testing can be seen as a form of brand recognition testing. For example, if a product name can be associated with a certain tagline,

logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand recognition is present.

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