INTRODUCTION

Brand:

The term brand means different things to the different roles of buyer and seller, with buyers generally
associating brand with a product or service, and merchants associating brand with identity. Brand can also
identify the company behind the specific product — that’s not just a biscuit, that’s Britannia biscuit. This use
of brand puts a “face” behind the name, so to speak, even if the “face” is the result of advertising copy and
television commercials. This use of brand also says nothing of quality, just the buyer’s exposure to the
brand’s PR and media hype. For the typical merchant, branding is a way of taking everything that is good
about the company — positive shopping experience, professionalism, superior service, product knowledge,
whatever the company decides is important for a customer to believe about the company — and wrapping
these characteristics into a package that can be evoked by the brand as signifier.

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BRAND AWARENESS

Brand Awareness is the probability that consumers are familiar about the life and availability of the
product. It is the degree to which consumers precisely associate the brand with the specific product. It
is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes
both brand recognition as well as brand recall. Brand recognition is the ability of consumer to
recognize prior knowledge of brand when they are asked questions about that brand or when they are
shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being
earlier noticed or heard. While brand recall is the potential of customer to recover a brand from his
memory when given the product class/category, needs satisfied by that category or buying scenario
as a signal. In other words, it refers that consumers should correctly recover brand from the memory
when given a clue or he can recall the specific brand when the product category is mentioned. It is
generally easier to recognize a brand rather than recall it from the memory.

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Meaning of Brand
 A brand is an intangible marketing or business concept that helps people identify a company,
product, or individual.
 People often confuse brands with things like logos, slogans, or other recognizable marks,
which are marketing tools that help promote goods and services.
 Brands are considered to be among a company's most important and valuable assets.
 Companies can protect their brands by registering trademarks.

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Meaning of Brand Awareness:

 Brand awareness is the first stage to strategically influence the customer’s decision-making
process. Companies spend millions just to make their customers aware of their brands.

 But, it’s still a metric that can’t be perfectly measured, and having awareness doesn’t always
mean that people will buy your brand’s products. Nevertheless, brand awareness holds a lot of
importance for companies, especially new ones.

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Definition of Brand:

A Brand is a name given to a product and/or service such that it takes on an identity by itself.

 A brand differentiates a product from similar other products and enables it to charge a higher
premium, in return for a clear identity and greater faith in its function. A brand is also likely to
survive longer than just an undifferentiated product.

 A brand is akin to a living being: it has an identity and personality, name, culture, vision, emotion and
intelligence. All these are conferred by the owner of the brand and needs to be continuously looked at
to keep the brand relevant to the target it intends to sell to.

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Definition of Brand Awareness:

Brand awareness is a general term that describes how familiar (aware) consumers are with a brand or its
products. Put simply, brand awareness is the measure of how memorable and recognizable a brand is to its
target audience.

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Types of Brands
The type of brand used depends on the particular entity using it. The following are some of the most
common forms of brands:

 Corporate Brands: Corporate branding is a way for companies to market themselves in order to
give themselves an edge against their competition. They make a series of important decisions in
order to accomplish this, such as pricing, mission, target market, and values.
 Personal Brands: As mentioned above, branding isn't just for companies anymore. People use tools
like social media to build their own personas, thereby boosting their brands. This includes regular
social media posts, sharing images and videos, and conducting meet-and-greets.
 Product Brands: This type of branding, which is also known as merchandise branding, involves
marketing one particular product. Branding a product requires market research and choosing the
proper target market.
 Service Brands: This kind of branding applies to services, which often requires some creativity, as
you can't actually show services in a physical way.

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Types Of Brand Awareness

Brand awareness can be categorized into three types depending upon the perceived importance of the brand
by the target group.

Knowing about the types of brand awareness is of utmost importance for marketers as the current and future
marketing strategies are designed according to the current awareness of the brand among its target market.

The three types of brand awareness are –

 Brand Recognition: Brand recognition is when the customer can recognise the brand and
differentiate it from other brands when he comes into contact with it. This type of brand
awareness doesn’t require the customer to recall the name. It just focuses on whether the
customer can recognise it when it is presented at the point-of-sale or when he witnesses the
visual packaging.
 Brand Recall: Brand recall is a spontaneous recall of the brand from memory when the
customer is prompted by the product category. Most users can’t recall more than 3-5 brand
names. It is affected by both individual and brand factors like education level, usage,
marketing strategies used by the company, etc. These brands form a part of the evoked set of
the customer.
 Top-Of-Mind Awareness: Top-of-mind awareness is a set of 3 brands which the customer
always purchases. This is the consideration set of the customer. Getting the brand into this
consideration set is the ultimate goal of every marketer.

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Brand Awareness Importance and scope :

It is a proven fact that customers prefer known brands over unknown ones. Brand awareness is that first step
to make the brand known. But the importance of brand awareness doesn’t end there. It is like a diamond, the
more you polish, the more it’ll shine.

It Creates Perception

It Fosters Trust

It Creates A Network

It Creates Association

It Builds Brand Equity

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Need of Brand Awareness:
 Brand awareness is a measure of how well consumers identify brands

 It helps to understand how consumers make purchasing decisions

 It can be an indicator of a brand’s success or failure in terms of brand strength, equity,

customer satisfaction, and customer loyalty

 It can help with top-of-mind awareness

 It helps with differentiating products

 It increases sales by forming favourable impressions that encourage customers to buy

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Objectives of Brand Awareness :
1.To Increase Website Traffic

2.To promote Products

3. To Build brand affinity and improve Reputation

4. To Become a thought leader

5. To increase purchases

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Functions of Brand Awareness :
1.Help in differentiating your organization from those in your field

2.To show the authenticity of your product or service

3.To reinforce the values that your company places at the forefront of each action

4.To unify each department within your organization.

5. Used for advertising the product

6. Create brand loyalty to the products

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Advantages of Brand Awareness:

1.Top of Mind

2.Increased client Loyalty

3.Tip the scale

4.Useful executive metric

5.Enhances product recognition

6.Provide a foundation for expansion

7.Digital Impact

8.Build Equity

Disadvantages of Brand Awareness:

1.Leads to Monopoly

2.Discourages from trying other products

3.Create Confusion

4.Standard Goods

5.Commands premium

6.Imposes Responsibility

7.Expensive

8.Increase cost

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Measuring Brand Awareness Using Brand Awareness Tools :

1.Conduct Brand Awareness Surveys

2. Check Website Traffic and Online Search Volume

3. Use Social Listening Tools

Findings - Brand Awareness :

1. Offer referral rewards

2. Invest in traditional media

3. Become active on social media

4. Pay influencers to promote your product

5. Offer free samples

6. Develop more unique branding

7. Perform search engine optimization

8. Hold contests

9. Try guerrilla marketing

10. Sponsor events

11. Get involved with the community/donate to causes

12. Co-brand with more established brands

13. Offer valuable content

14. Improve customer service to increase word of mouth

15. Do email marketing

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Conclusions:

1.Identify What makes you different

2.Be consistent with Branding

3.Showcase positivity in your brand Strategy

4. Have an “Our Story” Page

5. Use Your Name, Logo, and URL to Strengthen Brand Identity

6. Know Your Audience

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