Brand Awareness

7 Key excerpts on "Brand Awareness"

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  Data Driven Marketing

  • Nelly Botezatu(Author)
  • 2019(Publication Date)
  • Society Publishing

    (Publisher)

  Usually, Brand Awareness is expressed as a percentage of the target market. It is one of the key indicators of the competitive market performance of the brand. First, it is the customer’s awareness of a certain product category and then, the recognition of the brand as a part of that category. According to some studies (Pham and Higgins, 2005), people tend to consider three to seven brands for a broad range of categories of goods, but will most likely choose one of their top three brands. It is not always necessary for the customer to remember the name of the brand. It can be enough just to remember some features of the desired brand. For example, you ask a person to buy you an item, but you do not remember the name of the brand. You just describe the item, for example, “the one that comes in a red box with a red label.” Regardless the vague description, the other person knows exactly what you are talking about, and buys you the item you asked for. This, as well, refers to Brand Awareness. Brand Awareness is closely related to the notions of brand recall and brand recognition , though the terms are quite different. The qualitative measure to define how strong is the connection between a brand name and a class of products or product type is referred to as brand recall. When we speak about the extent to which customers stick with a certain brand and tend to buy the goods of the same brand repeatedly, we Measuring Brand Assets 77 speak about brand recall. For example, when you buy a good, and your experience with this good is pleasant, you would be more likely to replace it with a similar product of the same brand as soon as the one you bought is deteriorated or finished. Likewise, if a good you have had a pleasant experience with had disappeared, and then reappeared on the market, you might intuitively have a higher propensity to buy that good, rather than other similar goods currently available on the market. Brand recall can be estimated via interviews or surveys.

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  Brand Metrics

  Measuring Brand Efficacy along the Customer Journey

  • Jacek Kall(Author)
  • 2021(Publication Date)
  • Routledge

    (Publisher)

  When purchasing a specific category, the buyer relies to some extent on his/her memory and on brands that have been coded into it. The lower the level of the purchase involvement of a category, because the product is less important for the buyer, and its purchase is associated with a relatively lower risk, the weaker the motivation for the buyer to actively search for information outside his/her memory (Stasiuk Maison 2014). The fact that within a category the consumer recalls only a few brands does not mean that he/she has consciously rejected all the others. Usually, those other brands are simply not noticed by the consumer, maybe due to their low availability in stores or the lack of communication activities on their side or poor visibility on the store shelves. Therefore, regardless of how good the product of a given brand objectively is, its sales success largely depends on the ease of recalling the brand from memory in the context of a specific decision-making situation. If the shopping context is different (because of whom a product is purchased for: ‘for myself’ vs. ‘as a gift for a loved one’, or because of the place where the product is consumed: beer in a pub vs. beer in front of the TV at home), other brands can be recalled from memory.

  Time has come to define what awareness is and how it can manifest itself.

  1.1.2 Brand Awareness

  Definition: Brand Awareness is the ability of a buyer who is trying to satisfy his/her needs to recognize (after being exposed to brand elements: its packaging, name, logo, etc., on a store shelf, a company’s website, in a public space) or to recall (in the same situations, but without seeing/hearing brand elements, the customer can recall its name or characteristic packaging elements from his/her memory) brand elements to the extent which makes an informed choice possible.

  Consider the case of buying a specific drug at a pharmacy. Brand Awareness will manifest itself in any of the following situations:

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  Integrated Communication

  Synergy of Persuasive Voices

  • Esther Thorson, Jeri Moore(Authors)
  • 2013(Publication Date)
  • Psychology Press

    (Publisher)

  Brand Awareness consists of brand recognition (reflecting the ability of consumers to confirm prior exposure to the brand) and brand recall (reflecting the ability of consumers to retrieve the brand when given the product or service category, the needs fulfilled by the category, or some other type of probe as a cue). Brand image is defined as consumer perceptions about a brand as reflected by the brand associations held in consumers’ memory. Brand associations are the informational nodes linked to the brand node in memory and contain the meaning of the brand for consumers. Positive customer-based brand equity occurs when the consumer is aware of the brand and holds some strong, favorable, and unique brand associations in memory. In some cases, differential consumer response results from Brand Awareness alone, for example, in low involvement decision settings. In other cases, the favorability, strength, and uniqueness of the brand associations play a critical role in determining this differential response. If the brand is perceived by consumers to be the same as a representative brand or abstract version of the product or service in the category, then consumer response should not vary from when the marketing is attributed to a fictitiously named or unnamed product or service. If the brand has some salient, unique associations, then consumer response should differ. The actual nature of how that response differs will depend on how favorably consumers evaluate these associations, as well as the particular marketing mix element under consideration

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  Managing Brand Equity

  • David A. Aaker(Author)
  • 2009(Publication Date)
  • Free Press

    (Publisher)

  Name awareness can be a signal of presence, commitment, and substance, attributes which can be very important even to industrial buyers of big-ticket items, and consumer buyers of durables. The logic is that if a name is recognized, there must be a reason—such as:

  • The firm has advertised extensively.
  • The firm has been in the business for a long time.
  • The firm is widely distributed.
  • The brand is successful—others use it.

  These suppositions are not necessarily based upon knowledge of specific facts about the brand. Even if a person has not been exposed to advertising and knows little about the firm, Brand Awareness could still lead to the assumptions that the firm is substantial and backs the brand with advertising. If a brand is completely unknown before it was put forth as a choice alternative, there is a suspicion that it is not substantial with a committed firm behind it.

  Sometimes, even in the case of large and involved purchase decisions, brand familiarity and perceptions of substance associated with Brand Awareness can make all the difference. When there is no clear winner after extensive analyses as to (let us say) which computer or which advertising agency to select, the strength of Brand Awareness can be pivotal.

  BRANDS TO CONSIDER

  The first step in the buying process often is to select a group of brands to consider—a consideration set. In selecting an advertising agency, a car to test-drive, or a computer system to evaluate, for example, three or four alternatives might be considered. The buyer probably will not be exposed to many brand names during the process, except by happenstance. Thus, brand recall can be crucial to getting into this group. Who makes computers? The first firms that come to mind will have an advantage. A firm which lacks recall may not even hear about the opportunity.

  Brand Recall and Buying Decisions

  Toronto’s Professor Prakash Nedungadi, in a clever experiment, demonstrated how brand recall influences purchase decisions.7

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  Data-Driven Marketing

  The 15 Metrics Everyone in Marketing Should Know

  • Mark Jeffery(Author)
  • 2010(Publication Date)
  • Wiley

    (Publisher)

  The fact that an idea is old does not mean that it is not good. The marketing behavioral impact model, sometimes called the purchasing funnel, was first published in the 1960s. The idea is that different marketing activities take the customer through the stages of awareness, evaluation, trial, and loyalty. That is, marketing activities are designed to “funnel” customers from awareness to ultimately become loyal customers. This 40-plus-year-old idea has new significance today as technology enables measurement across this spectrum like never before.

  Figure 3.1 is my modern interpretation of the marketing behavioral impact model. In this picture, the purchasing “funnel” is a continuous cycle where loyalty feeds awareness. Let’s review this cycle from a modern marketing measurement perspective and also make the connection to the first 10 essential marketing metrics—the “classical” metrics.

  Awareness Marketing

  Awareness marketing comes in many forms such as TV advertising, billboards, sports sponsorship, naming rights to stadiums, print advertising emphasizing a brand, and creative use of the Internet. Awareness and branding are intimately related. Simply put, a brand is a consumer perception of a particular product or service and may encompass the whole company, such as Disney or Apple. This perception is driven both by marketing and experience with the product and by recommendations of friends and colleagues. Branding is incredibly important, because it often drives the consumer to take a first look at your product or service and can have the advantage of enabling a firm to charge a price premium over nonbranded competitors.

  Figure 3.1 The marketing behavioral impact model with example marketing activities.

  In the purchasing cycle, awareness is the furthest removed from the customer purchase, and there can be a significant time delay between awareness marketing and actual sales. Hence, financial metrics are not particularly useful for measuring awareness and brand marketing. Firms often conduct large Brand Awareness surveys, which track customer awareness across geographies and over time. These qualitative data are collected using large sample surveys, 350 people or more in each segment and geography, and are very costly and time consuming. Hence, large organizations undertake their brand survey once or at most twice a year.

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  Mastering Market Analytics

  Business Metrics – Practice and Application

  • Robert Kozielski(Author)
  • 2017(Publication Date)
  • Emerald Publishing Limited

    (Publisher)

  In the case of the Starline brand, the problem lies not in the quantitative parameters of the brand’s functioning, such as the effectiveness of advertising campaigns, the scope of promotional activities and public relations activities etc., but in the quality parameters of these actions. The high spontaneous Brand Awareness index shows that the brand is noticed and remembered; still, it is not the most important brand for many mobile phone users. Future actions should be aimed at improving the quality parameters of the undertaken marketing activities, such as the attractiveness of advertisements and promotional programmes, a better analysis of consumer needs and their reflection in the range of services and products, and in the manner of brand presentation. The brand strategy should in the very near future concentrate on a ‘closer to the customer’ style. It is recommended to conduct an audit of the marketing activities undertaken so far with reference to their reception by consumers, as well as to perform additional research concerning consumer preferences, and to introduce appropriate modifications to the strategy.

  4.3. AIDED Brand Awareness

  4.3.1. Definition and Significance

  4.3.1.1. The Basic Formula

  Aided Brand Awareness (prompted Brand Awareness), similarly to spontaneous Brand Awareness and top of mind Brand Awareness as discussed above, serves to measure how a given brand is remembered by respondents. The significant difference between the three indices results from either the active or passive role played by the research worker. When collecting data regarding spontaneous Brand Awareness and top of mind Brand Awareness, the research worker waits until a respondent recalls and mentions all brands from a given category known to him or her; meanwhile, in the case of aided Brand Awareness, the research worker shows respondents a list of brands from a given category and asks them to indicate those which the respondents know or have heard of. The list of brands can take different forms. In most cases, it is a list which includes all the brands from a specific category; it can also comprise a set of logotypes, pictures of products, logotypes with certain motifs characteristic for a given brand etc.

  The aided Brand Awareness index is expressed in percentage terms in most cases. It shows what percentage of respondents know a given brand and, to be more precise, what percentage of respondents associate a given brand with the elements linked with it. This index is of importance for companies which invest in their brands, their awareness and image and is one of the important measures of the effectiveness of such actions, because it shows what portion of the population is being reached by a message associated with the brand in a manner ensuring that the brand has been remembered.

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  Bilingualer Sachfachunterricht Politik und Wirtschaft

  Unterrichtseinheiten in der Arbeitssprache Englisch

  • Bernd Klewitz(Author)
  • 2019(Publication Date)
  • Narr Francke Attempto Verlag

    (Publisher)

  Ensuing questions: ad lib. 99 Unit 2: Brand Awareness Task 3: Brand images features brand name trendy – fashionable – sporty – keeping fit – ambitious New Balance innovative – successful – reliable – perfec-tion – good quality Tandberg dynamic – fast – fun – good design – spee-dy – retro Porsche Cup Car healthy – cheap – good value – attractive – tasty – unhealthy Diet Coke Task 4: ad lib. Task 5: Concept list English meaning/context Brand Awareness high level of attention, influences consumers in wanting to buy something, between three and seven brands in each segment hold consumer’s attention, adds value to the pro-duct, much money invested by advertising brand recall ability to remember a certain brand brand recognition dito purchase decision wanting to buy something product launch start of a product on the market consumer satisfaction happy with product bought brand advertising using the media to promote sales ‘Share a Coke’ campaign with personalised bottles or cans started in Australia with popular names written on the drink, spread through social media

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