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The Marketing communication-Brand Awareness Nexus

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Citation: Ateke, B. W., & Nwulu, C. S. (2017). The brand communication-brand awareness
nexus. Business Master, 5(1), 210-221.
The Brand Communication-Brand Awareness Nexus
Ateke, Brown Walter
Department of Marketing, Rivers State University

Nwulu, Chinyere Stella

Department of Marketing, Rivers State University

Abstract
This study examined the link between brand communication and brand awareness. The study
adopted an explanatory research design and utilised data collected from three hundred and
fifty-four (354) respondents through a structured questionnaire. The P(r) served as the test
statistic, relying on SPSS version 20.0. The study observed that brand communication
associates positively with brand awareness through brand recognition, brand recall and brand
distinction. The study thus concludes that brand awareness depends on brand communication
and recommends that organisations (especially deposit money banks) that seek to improve
consumers‟ awareness should build strong brands through effective brand communication.
Keywords: Brand awareness, brand communication brand distinction, brand recall, brand
recognition
1. Introduction
Brands penetrate every facet of the lives of individuals. The presence of brands is felt in
economic, social, cultural, sporting and religious lives of individuals (Maurya & Mishra,
2012). Consumers as symbolic animals capable of animating the material world with intricate
and spiritual meanings (Belk & Costa, 1998) give meaning to consumption. Brands are thus
analysed through the lenses of semiotics, anthropology, economics, sociology, history, and
philosophy (Kapferer, 2004) based on postmodern consumers‟ need to give meaning to their
consumption. Brand communication enables consumers to effectively give meaning to
consumption. However, the context within which brand communication takes place has
changed considerably over the years (Keller, 2009). Advances in information and
communication technology have changed the way people communicate and interact.
Nevertheless, branding has remained a priority for marketers (Kapferer, 2004) in view of the
numerous benefits strong brands confer on firms. A strong brand informs consumers‟
willingness to attend to additional communications from the brand, process these
communications more favourably and recall the communications or their accompanying
cognitive or affective reactions easily (Petek & Ruzzier, 2013). To build a strong brand
however, the right knowledge structures must exist in the minds of consumers so that they
respond positively to marketing activities and programmes in these different ways (Keller,
2009). Brand communication plays a crucial role in shaping that knowledge. Effective brand
communication enables the formations of brand awareness and a positive brand image
(Keller, 2003). These then form the brand knowledge structures that trigger the differentiated
responses that constitute brand equity (Madhavaram, Badrinarayanan, & McDonald, 2005).
Brand communication represents the combined activities that influence consumers‟ opinion
of firm and its products. It encompass the means by which firms attempt to directly or
indirectly inform, persuade and remind consumers about their value offerings (Aghaei,
Hayati, & Asadollahi, 2014). Brand communication is therefore the voice of the company and
its products and is the means by which firms establish dialogue and build relationships with
and among consumers (Keller, 2009). Brand communication enables firms to link their
offerings to other products (Keller, 2009). It creates experiences, build communities and
contribute to brand equity by establishing the brand in memory and creating a brand image
Citation: Ateke, B. W., & Nwulu, C. S. (2017). The brand communication-brand awareness
nexus. Business Master, 5(1), 210-221.
(Luo & Donthu, 2006). Brand communications thus help businesses move forward in the
highly competitive business-scape (Kitchen, Brignell, Li, & Jones, 2004).
Communication links people and create relationships (Duncan & Moriarty 1998). All brand
activities have a communication dimension. Thus, brand communication is perceived as a
crucial strategic tool for building brands (Petek, & Ruzzier, 2013). Also, scholars emphasize
the imperative of marketing communications in the brand building process (Luo & Donthu,
2006; Madhavaram et al, 2005; Keller, 2003). Therefore, the current study opts to determine
the link between brand communication and brand awareness, considering that brand
awareness constitutes an early indicator of brand strength.
2. Literature Review and Hypotheses
2.1 Brand Communication
Brand communication encompasses all communication efforts of the firm aimed at bridging
the gap in the perceptions the target audience have about a brand (Aaker, 2010). It is the
summation of all marketing efforts that seek to influence customers‟ opinion of a firm and its
products and their attitude towards them. Effective brand communication is a necessary
prerequisite for successful marketing and building value for the firm and its products (Luo &
Donthu, 2006). And this comes about by utilizing the most effective media to deliver the
brand‟s value offer. Clear communication is essential in business if appropriate messages are
to reach the target audience, and elicit the required response. Much as it is necessary in every
form of communication, brand communication must be clear, consistent and constant (Lim,
2010). A brand message must be clear and authentic about what a brand is and what it is not.
The content of brand communication should ideally be developed once, and then tailored
slightly for each medium of communication. Also, brand communication must constantly
reiterate the same brand message.
Brand communication is an activity linked with brand value management. Brand value
optimization therefore stems from efficient brand management. Marketing communication
therefore, constitute the genesis of brand communication. Brand communication must begin
with an understanding of the role of the brand within the corporate business model and then,
determining how it can help to enhance and sustain the business organisation. Brand
communication involves the highest echelon of management because it has to do with
strategy formulation and implementation, considerable financial involvement and a robust
marketing programme. The commitment and effort of all members of the organisation is
required for brand management and brand value optimization. It therefore serves as a fulcrum
for uniting executive, financial and marketing management and ultimately breaks internal
barriers that may prevent an integrated brand communication effort.
Brand communication is part of firms‟ overall branding strategy that involves how, what,
when, and to whom firms plan to communicate their value offerings. Branding is about
consistent communication, about achieving a common look and feel and about speaking with
one voice. The basic import of brand communication is that it furnishes management with a
comprehensive process for taking advantage of brands to grow and sustain the business.
Brand communication is in effect a holistic communication strategy that integrates all
communication to manage the company‟s brand. Successful branding does not just serve as a
proof of ownership, it also serve as unwritten warranty, mark of integrity, promise of intrinsic
value and a whole assemblage of attributes that confer a favourable reputation on the firm
and its products (Travis, 2000).
Brand communication emphasizes the unique qualities that make the brand stand out from the
competition. Thus brand communication must (1) be authoritative (2) state and advocate the
brand‟s promises convincingly; and (3) convey its messages to the target audiences
Citation: Ateke, B. W., & Nwulu, C. S. (2017). The brand communication-brand awareness
nexus. Business Master, 5(1), 210-221.
powerfully. A brand must deliver its message clearly, confirms its credibility, influence its
target audience emotionally and incentivize its customers in order to be effective. The brand‟s
communication must be specific and its promises should not be ambiguous if these goals
must be achieved. Branding and brand communication are essential in determining success in
marketing and building value for the firm and its value offerings. Developing and managing
great brands require in-depth insights, uncommon creativity, and expert analysis. Also, a
highly focused communications strategy aimed at a definite audience is essential. Each brand
is unique, though there are certain common qualities required for success, including
emotional and rational appeal, inspiring loyalty over time and organization-wide commitment
and support.
2.2 Brand Awareness
The strength of a brand‟s presence in the minds of consumers is described as brand awareness
(Aaker, 2010). Brand “awareness is an outcome of brand-related exposures and experiences
consumers accumulate. Every stimulus that calls the attention of consumers to a brand
strengthens their awareness of the brand. Gerber et al (2014) posits that creating brand
awareness is the beginning of the process of building strong brands; and is major goal of
marketing in lieu of its influence on consumers (Aaker, 2010; Macdonald & Sharp, 2000).
Brand awareness is a basic level of brand knowledge involving at least, recognition of the
brand name (Hoyer & Brown, 1990). It is thus concerned with accessibility of the brand in
memory, and describes how well it is recognized by customers and potential customers.
Brand awareness also involves correctly linking the recognized brand to a particular product
within a product category (Aaker, 2010). Brand awareness is an essential first step in building
a brand (Rossiter et al, 1991) and is associated with consumer‟s purchase decision making
(Koniewski, 2012; Yaseen et al, 2011; Romaniuk et al, 2004; Kim et al, 2003).
The primary goal of advertising of firms in a new market, when introducing a new product
and in low involvement purchase situations in the post-modern business environment filled
with imitative products is brand awareness (Sawant, 2012; Aaker, 2010; Kim et al, 2003;
Hoyer & Brown 1990). Brand awareness is also influenced by word-of-mouth
communication (Aaker, 2010; Keller, 2003). Consumers buy a familiar brand because they
are comfortable with it or based on the assumption that a familiar brand is probably reliable
and of reasonable quality (Aaker, 2010). Investments in advertising are therefore aimed at
increasing brand awareness (Onojaefe & Khumalo, n.d). Brand awareness is also very
essential for building brand equity (Aaker, 2010; Keller, 2003). Tangible attributes of
branding such as a brand name, logo, symbol, icon and metaphor facilitate brand awareness
(Neumeier, 2006).
Consumers patronize brands they are familiar or have previous experience with (Chi et al,
2009). Positive brand reputation enhances brand awareness and spur consumers‟ interests in
the brand (Chi et al, 2009). The ability of consumers to recognize a brand, recall the brand in
different situations (Aaker, 2010) and distinguish it competing brands is onus of brand
awareness. Whereas brand recognition is important for a new brand, brand recall and
distinction are vital for established ones (Aaker, 2010). Brand awareness thus consists of
brand recognition, recall and distinction (Ateke & Onwujiariri, 2016; Aaker, 1997). Brand
recognition represents consumers‟ ability to identify a brand when there is a brand cue; brand
recall indicates consumers‟ ability to recall a brand name when they see it (Chi et al, 2009;
Kim et al, 2003) while brand distinction represents consumers‟ ability to identify a brand and
distinguish it from other brands. Recall is typically more difficult than recognition because,
compared to recognition, recall requires more extensive reinstatement of events; also, while
recognition is an emotional task, recall is logical (Squire, 1992). Distinction is the most
Citation: Ateke, B. W., & Nwulu, C. S. (2017). The brand communication-brand awareness
nexus. Business Master, 5(1), 210-221.
complex of all. However, brand recognition, recall and distinction are techniques for probing
consumers‟ awareness of a brand (Abraham & Lodish, 1990).
2.2.1 Brand Recognition
Brand recognition describes how well consumers recognize a given brand through
acknowledged brand attributes or communications among consumer (Hamid et al, 2012). It is
the process of perceiving a brand as previously encountered (Mandler, 1980) and reflects the
ability of consumers to confirm prior exposure to a brand; and ability to retrieve the brand
from memory when given the product category, the needs fulfilled by the category, or some
other type of probe as a cue (Kim et al, 2003). Brand name, logo, symbols, packaging or cues
associated with a brand are important aids in brand recognition (Hamid et al, 2012; Osler,
2007). Hence, effective brand communication helps in marketing the product (Angelmar et
al, 2007) because it aids information retrieval form consumer‟s memory. Brand
communication is thus vital to brand recognition and impacts consumer‟s perception strongly
(Hamid et al, 2012).
The underlying justification for investments in brand communication therefore, is the
conviction that it influences brand recognition and consumer preferences (Hauser, 2011),
since consumers prefer familiar brands than unfamiliar ones (Coates et al, 2006; Macdonald
& Sharp, 2000). The view that recognition has an effect on people‟s judgment has also been
demonstrated in psychological decision-making literature (Thoma & Williams, 2013). Based
on the foregoing, the study hypothesizes that:
H1: There is a significant relationship between brand communication and brand recognition
2.2.2 Brand Recall
Brand represents consumers‟ ability to correctly generate and retrieve the brand in their
memory or correctly identify the brand using product category or some other type of probe as
cue (Keller, 2003). It describes how well consumers remember a brand name as a member of
a product class. Brand recall is a qualitative measure of how well consumers are able to
connect a brand with a product within a products class. Brand recall significantly influence
consumer attitude (Adis & Jun, 2013; Grigorovici & Constantin, 2004) because customer are
likely to be favourably disposed to a brand they remember, especially if the brand offers a
pleasant initial experience. A brand‟s value is therefore directly connected to its presence in
the memory of consumers and how well they recall it. Brand recall may be unaided or aided.
It is aided if the consumers remember the brand when the actual brand name is prompted; and
unaided if customers remember the brand without having it previously mentioned (Mehta &
Purvis, 2006). However, to remain competitive in today‟s highly challenging marketplace,
marketers focus more on unaided brand recall because it translates to a competitive advantage
(Adis & Jun, 2013).
Brand communication is important in informing and reminding consumers about a firm and
its offerings; and in convincing them to take action. Brand communication has thus been a
subject of interest to marketers. Brand communication enhances firms‟ ability to deliver the
message of their promise of value to consumers and also change consumer attitude (Trivedi,
2013) through the use of celebrities, repeated messages and other attention arresting tricks
(Trivedi, 2013; Kotwal et al, 2008). These tricks employed in brand communication create
powerful imagery in consumers that increases memorability of brands‟ messages and evokes
strong emotions that increases brand recall (Mehta & Purvis, 2006). This study therefore
hypothesizes that:
H2: There is a significant relationship between brand communication and brand recall
Citation: Ateke, B. W., & Nwulu, C. S. (2017). The brand communication-brand awareness
nexus. Business Master, 5(1), 210-221.
2.2.3 Brand Distinction
Today‟s business environment compels firms to create distinctive image for their products in
order to gain the attention of customers (Aaker, 2010) who are not only busy, but are also
bombarded with marketing messages of various brands. Brand distinction describes
consumers‟ ability to distinguish a brand from others in the same category. It is the result of
positioning. Positioning is brand communication aimed at making a brand occupy a unique
position relative to competing brands in the minds of the customers. Every brand has a value
proposition that defines how it is different from others, and why customers should patronize
them. Also, every firm is a brand, strong or weak, which must be clearly differentiated from
those of competitors. Consumers make their brand preference based on the value promise of
brands, as communicated in the positioning efforts. Consumer must at some point distinguish
between brands, irrespective of firms‟ attitude towards evolving a distinctive position in the
minds of consumers (Ateke & Ishmael, 2013; Nwulu & Ateke, 2013).
Consumers distinguish between brands based on the identity of individual brands. Brand
identity is the core of the brand, its rules of behaviour, its distinguishing characteristics
compared to other brands and the whole physical and emotional components of a product or
other entity (Petek & Ruzzier, 2013). Brand identity represents what the firm wants the brand
to stand for. “Effective brand identity resonates with customers, differentiate the brand from
competitors, and represent what the organization can and will do over time” (Aaker &
Joachimsthaler, 2000). When brand faced with aggressive competition, the brand personality
and reputation of the brand help to distinguish it from competing offerings (Ghodeswar,
2008). Brand identity is built through communication, vision, mission, values, personality
and core competencies as well as brand relationships and brand experiences (Petek, &
Ruzzier, 2013); and is a key driver for all brand-building efforts (Aaker & Joachimsthaler,
2000). Marketing communications when based on the unique brand identity increases
consumers‟ ability to distinguish a brand from competing brands, thus, contribute to the
building of a strong brand (Aaker & Joachimsthaler, 2000). The study therefore hypothesizes
that:
H3: There is a significant relationship between brand communication and brand distinction
3. Methodology
The aim of the current study was to determine the nexus between brand communication and
brand awareness. The study adopted an explanatory research design; and employed
questionnaire as the instrument of inquiry. The study was conducted in a non-contrived
setting. Hence, the researchers do not have control over the research elements. The
population of the study comprised of customers of deposit money banks in Rivers State,
Nigeria. The study utilized data collected from three hundred and fifty-four (354) customers
of deposit money banks. The accidental sampling technique was employed in view of its
merits in easing access to test units (Collis & Hussey, 2009).
The validity of the study instruments was confirmed through the opinion of a jury of experts
consisting of academics and business practitioners with adequate knowledge of the subject of
the study, while the internal consistency of the measurement items of the research instrument
was confirmed through the Cronbach‟s Alpha test of reliability with a threshold of 0.70 set by
Nunnally (1978). Table 1 below presents the summary of the reliability results.
Citation: Ateke, B. W., & Nwulu, C. S. (2017). The brand communication-brand awareness
nexus. Business Master, 5(1), 210-221.
Table 1: Summary of Result of Reliability Analysis on Study Variables
S/N Variable Measure Cronbach’s Alpha No. of items
1. Brand Communication 0.781 8
2. Brand Recognition 0.711 5
3. Brand Recall 0.704 6
4. Brand Distinction 0.801 5
The study used the Spearman‟s rank order correlation (rho) as the test statistic. All analyses
was done using SPSS version 20.0. The key for interpretation considered appropriate for the
correlation (r) of the study variables was the categorization set by Evans (1996), where: 0.0-
0.19 = very weak; 0.20-0.39 = weak; 0.40-0.59 = moderate; 0.60-0.79 = strong; and 0.80-1.0
= very strong. The interpretation process was subject to 0.01 (two tail) level of significance.
4. Results
Table 2: Correlation analysis of the link between brand communication and measures
of brand awareness
Brand Brand Brand Brand
Communication Recognition Recall Distinction
Spearman‟s Brand Correlation 1.000 .764** .775** .506**
rho Communication Coefficient
Sig. (2-tailed) - .000 .000 .000
N 354 354 354 354
Brand Correlation .764** 1.000 - -
Recognition Coefficient
Sig. (2-tailed) .000 - .000 .000
N 354 354 354 354
Brand Recall Correlation .775** - 1.000 -
Coefficient
Sig. (2-tailed) .000 .000 - .000
N 354 354 354 354
Brand Correlation .506** - - 1.000
Distinction Coefficient
Sig. (2-tailed) .000 .000 .000 -
N 354 354 354 354
**. Correlation is significant at the 0.01 level (2-tailed).
Source: Simulation from SPSS Output on Data Analysis on Brand Communication and Brand Awareness
(2017).

The test result as shown on the Table 2 above indicates a strong relationship between brand
communication and brand recognition. The rho coefficient of 0.764** displayed on the Table
means that a strong relationship exist between the variables. The PV of .000 which is less
than .05 indicates that the relationship between the variables is statistically significant. Hence
the study accepts the alternate hypothesis.
Table 2 also indicates a rho coefficient of .775** on the association between brand
communication and brand recall. This value implies a strong relationship between the
variables. The positive sign of the result indicates a positive relationship between the
variables, while the PV of .000 indicates that the relationship between the variables is
statistically significant. The study therefore accepts the alternate hypothesis.
Furthermore, Table 2 indicates a positive relationship between brand positioning and market
share. The rho coefficient of .506** produced by test suggests that the relationship existing
between the variables is a moderate one, while the PV of .000 generated by the test indicate
Citation: Ateke, B. W., & Nwulu, C. S. (2017). The brand communication-brand awareness
nexus. Business Master, 5(1), 210-221.
that the relationship between the variables is statistically significant. Thus, the study accepts
the alternate hypothesis.
5. Discussion of Findings
Effective understanding and communication of brand value enables marketers to fully tap the
potentials of a brand (Mudambi, 2002). Creating awareness for the brand requires
organisations to clearly communicate the brand‟s promise to the target audience. Clear brand
communication is essential if the firm‟s messages must elicit appropriate responses from the
market. Based on the empirical tests conducted, the current study observes that brand
communication associates with brand awareness positively. This finding confirms the notion
that effective brand communication is a precondition for successful marketing (Lim, 2010).
The finding also supports the finding of Aghaei et al (2014) that a positive and statistically
significant relationship exists between brand communication and marketing performance.
Brand awareness is a valid measure of marketing performance (Pont & Shaw, 2003). Also,
the finding of the current study adequately conform to popular wisdom that brand
communication is a potent tool for creating awareness for a brand; and hence can be regarded
as providing information that is consistent with acceptable knowledge. Brand communication
highlights the unique properties that distinguish a brand from the competition. It is expedient
to posit that this finding is adequately credible and cohere with observable marketplace
phenomena.
The finding is further justified by the fact firms aspire to capture consumers‟ attention via
brand communications; and the effectiveness of such communications is gauged in relation to
how it enable consumers to recognise, recall and distinguish one brand form others. Hence,
the observation that a positive and statistically significant relationship exists between brand
communication and brand awareness is an indication that brand communications are
exercises that must be continually fine-tuned and mastered in order to yield even greater
dividends. Brand awareness reduces consumers‟ market-related risks. It is very important
because it enables consumers to access information when deciding on a brand to patronize
and when comparing the value offers of different firms. Effective brand communication
stands the firm in good stead as it keeps the firm‟s brand in the memory of consumers.
Additionally, the finding of the current study corroborates the finding of Ateke and
Onwujiariri (2016) that celebrity endorsement (a form of brand communication) increases
brand recognition and brand recall; and re-echoes the position of Mehta and Purvis (2006)
that brand communication (advertising) creates powerful imagery that increases memorability
of the advertisement and evokes strong emotions that increases brand recall.
6. Conclusion and Recommendations
Organisations strive to build strong brands that promise greater customer value. This effort is
usually achieved through brand communication. Brand communications create awareness and
influences consumers‟ brand preference. Effective brand communication gives relative
prominence to firms in the marketplace. Brands that are well communicated occupy
consumers‟ top of mind and choice positions. Brand communication thus impact awareness
through brand recognition, brand recall and brand distinction. Successful branding convinces
consumers of the benefits a brand offers, as well as differentiates the brand from those of
competitors. Adequately aware of the value propositions of a brand, consumers become more
comfortable to commit to the brand and even invest in the brand.
On the basis of the results of the empirical tests conducted and the discussion of finding in
the preceding section, this study concludes that brand communication and brand awareness
are significantly associated. This conclusion is premised on the observation that brand
communication has positive and statistically significant relationship with all the indicators of
Citation: Ateke, B. W., & Nwulu, C. S. (2017). The brand communication-brand awareness
nexus. Business Master, 5(1), 210-221.
brand awareness. The implication therefore is that brand awareness measured as brand
recognition, brand recall and brand distinction depends on brand communication. Therefore,
the study recommends that organisations (especially deposit money banks) that seek to
improve consumers‟ awareness should build strong brands through effective brand
communication.

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