From Wikipedia, the free encyclopedia
Brand awareness is a marketing concept that enables marketers to quantify levels and trends in consumer knowledge and awareness of a brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand. Brand awareness studies are most useful when the results are set against a clear benchmark such as data from prior periods, different markets, or competitors. In a survey of nearly 200 senior marketing managers, 61 percent responded that they found the "brand awareness" metric very useful.
1 Purpose 2 Construction 3 Methodologies 4 Cautions 5 References
"Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the Hierarchy of Effects, an assumption that customers progress through sequential stages from lack of awareness, through initial purchase of a product, to brand loyalty." In total, these AAU metrics allow companies to track trends in customer knowledge and attitudes. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle, and has influence on buying behavior.
"Marketers evaluate various levels of awareness, depending on whether the consumer in a given study is prompted by a product’s category, brand, advertising or usage situation." Typical questions might be "Have you heard of Brand X?" or "What brand comes to mind when you think 'luxury car'?" Specifically, awareness is "the percentage of potential customers or consumers who recognize—or name— a given brand. Marketers may research brand recognition on an 'aided' or 'prompted' level, posing such questions as, 'Have you heard of Mercedes?' Alternatively, they may measure 'unaided' or 'unprompted' awareness, posing such questions as, 'Which makes of cars come to mind?'"
This is referred to as top of
mind awareness - when only the first brand recalled is recorded (also known as spontaneous brand recall).
There has been discussion in industry and practice about the meaning and value of various brand awareness metrics. Recently, an empirical study appeared to put this debate to rest by suggesting that all awareness metrics were systematically related, simply reflecting their difficulty, in the same way that certain questions are more difficult in academic exams. Brand awareness can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand. However, in common market research practice a variety of recognition and recall measures of brand awareness are employed, all of which test the brand name's association to a product category cue. This came about because most market research in the 20th Century was conducted by post or telephone. Actually showing the brand to consumers usually required more expensive face-to-face interviews (until web-based interviews became possible). This has led many textbooks to conceptualize brand awareness simply as its measures, that is, knowledge that the brand is a member of a particular product category (e.g., soft drinks).
Brand recall Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires "unaided recall." For example, a respondent may be asked to recall the names of any cars he may know, or any whisky brands he may know. Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall" measures the extent to which a brand name is remembered when the actual brand name is prompted. An example of such a question is "Do you know of the "Honda" brand?" In terms of brand exposure, companies want to look for high levels of unaided recall in relation to their competitors. The first recalled brand name (often called "top of mind") has a distinct competitive advantage in brand space, as it has the first chance of evaluation for purchase.
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" and Nike), a certain level of brand recognition is present.
Note No brand awareness methodologies have been independently audited by the Marketing Accountability Standards Board (MASB) according to MMAP (Marketing Metric Audit Protocol).
The Coca-Cola logo is an example of a widely-recognized trademark representing a global brand. the free encyclopedia
For other uses. For top of mind recall measures. 
While brand awareness scores tend to be quite stable at aggregate level. For other uses.
From Wikipedia. consumers give the same answer in two interviews typically only 50% the time. individual consumers show considerable propensity to change their responses to recall based brand awareness measures. see Brand (disambiguation). Similar low levels of consistency in response have been recorded for other cues to elicit brand name responses. "Marque" redirects here. see Marque (disambiguation).
Brand management Account-based marketing
Underwriting spot Direct marketing
Personal sales Product placement
Sex in advertising Loyalty marketing
Mobile marketing Premiums
Internet Point of sale
 In the automotive industry. rather than a specific product. good or bad. A commodity brand is a brand associated with a commodity. design. A concept brand is a brand that is associated with an abstract concept. The word brand has continued to evolve to encompass identity—it affects the personality of a product. or business. company or service. or any other feature that identifies one seller's good or service as distinct from those of other sellers. color combination or slogan. symbol. Got milk? is an example of a commodity brand. including a name. The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp."  A brand is thus a product or service whose dimensions differentiate it in some ways from other products or services designed to satisfy the same need.
Brand ambassador Drip marketing
The American Marketing Association defines a brand as a "Name. that your customers or prospects have about you. symbol. For example. like breast cancer awareness or environmentalism. sign. the terms marque or make are often used to denote a brand of motor vehicle. A brand can take many forms. term. It is defined by a perception.Coca Cola is the name of a brand make by a particular company.
For example.1 Local brand 3.2.7 Multi-brands 5.3 Brand identity 3.1 Types of brand names
3. he or she is more likely to try other products offered by the company such as chocolate chip cookies.2 Individual branding 5. but on other products associated with that brand.3 Global brand
2 Benefits of global branding 3 Global brand variables
3.6 Brand extension and brand dilution 5.
.8 Private labels 5.11 Nation Branding (Place Branding & Public diplomacy)
6 History 7 See also 8 References 9 Bibliography
Proper branding can result in higher sales of not only one product.4 "No-brand" branding 5.5 Derived brands 5.3 Attitude branding and iconic brands 5.5 Brand parity
4 Expanding role of brand 5 Branding approaches
o o o o o o o o o o o
5.1 Company name 5. if a customer loves Pillsbury biscuits and trust the brand.10 Crowdsourcing Branding 5.4 Visual brand identity 3.2 Brand name
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3.9 Individual and organizational brands 5.
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1.1 Brand awareness 1.2 Brand elements 1.
as it demonstrates what the brand owner is able to offer in themarketplace. perceptions. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace. sometimes referred to as the brand image.they represent the sum of all valuable qualities of a product to the consumer.Brand is the personality that identifies a product. The brand experience is a brand's action perceived by a person. store-branded product). which it used in the logo for go. A brand which is widely known in the marketplace acquires brand recognition. Brands should be seen as more than the difference between the actual cost of a product and its selling price . partners. experiences. but one of the products has no associated branding (such as a generic. Consumers may look on branding as an aspect of products or services. investors etc. images. or combination of them) and how it relates to key constituencies: customers. beliefs. staff. service or company (name. it is said to have achieved brand franchise. term. The art of creating and maintaining a brand is called brand management. slogan's. and colors. of a brand from the experiential aspect.com. People engaged in branding seek to develop or align the expectations behind the brand experience. Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo). Where two products resemble each other. Some people distinguish the psychological aspect. It consists of both brand recognition and brand recall. Orientation of the whole organization towards its brand is called brand orientation. or design. people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. brand associations like thoughts. A brand is therefore one of the most valuable elements in an advertising theme. attitudes. sign. For example. logo. as it often serves to denote a certain attractive quality or characteristic (see also brand promise). jingles and so on to certain associations in memory. The brand orientation is developed in responsiveness to market intelligence. creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. feelings. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. symbol. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name. From the perspective of brand owners. service or the company(ies) providing them. and so on that become linked to the brand. is a symbolic construct created within the minds of people. consisting of all the information and expectations associated with a product. It helps the customers to understand to which product or service
. branded products or services also command higher prices.
Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name. Careful brand management seeks to make the product or services relevant to the target audience. The psychological aspect. but rather through visual signifiers like logos.
Aided Awareness occurs when a consumer is shown or reads a list of brands. Sounds: A unique tune or set of notes can "denote" a brand: NBC's chimes are one of the most famous examples. Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. Top-of-Mind is the goal of most companies. 5 is trademarked.
Movement: Lamborghini has trademarked the upward motion of its car doors. Smells: Scents. Apple. The distinctions that set your product apart from the competition is also known as the Unique Selling Point or USP. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers. but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market.
Brands are spreadthrough various elements:
Name: The word or words used to identify the company. Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.
Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola's brand. There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Pepsi. They are brands sold in international markets. Color: Owens-Corning is the only brand of fiberglass insulation that can be pink. McDonald's. Sony and Nike. and expresses familiarity with your brand only after they hear or see it as a type of memory aide. such as the rose-jasmine-musk of Chanel No.category the particular brand belongs and what products and services are sold under the brand name. service.‖ which is a top-of-mind brand. Strategic Awareness occurs when your brand is not only top-of-mind to consumers.
. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller).
Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked elements of those brands. when someone is asked to name a type of facial tissue. Mastercard. "Can you hear me now" is an important part of the Verizon brand. Examples of global brands include Facebook. For example. the common answer is ―Kleenex. Gap. concept Logo: The visual trademark that identifies the brand Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty. Top-of-Mind Awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category.
A global brand is one which is perceived to reflect the same set of values around the world. product.
distribution. and cohesive company culture
The following elements may differ from country to country:
Corporate slogan Products and services Product names Product features Positionings Marketing mixes (including pricing.Benefits
of global branding
In addition to taking advantage of the outstanding growth opportunities. etc. recognition and integration of innovations (discovered worldwide) Preempting international competitors from entering domestic markets or locking you out of other geographic markets
Increasing international media reach (especially with the explosion of the Internet) is an enabler Increases in international business and tourism are also enablers Possibility to charge premium prices Internal company benefits such as attracting and retaining good employees. media and advertising execution)
These differences will depend upon:
Language differences Different styles of communication Other cultural differences Differences in category and brand development Different consumption patterns Different competitive sets and marketplace conditions Different legal and regulatory environments Different national approaches to marketing (media. distribution.)
. pricing. the following drives the increasing interest in taking brands global:
Economies of scale (production and distribution) Lower marketing costs Laying the groundwork for future extensions worldwide Maintaining consistent brand imagery Quicker identification.
Advertising spokespersons have also become part of some brands. Examples of local brands in Sweden are Stomatol. although it is more correctly used to specifically denote written or spoken linguistic elements of any product.
Types of brand names
Brand names come in many styles. Local branding is usually done by the consumers rather than the producers. if the brand name exclusively identifies the brand owner as the commercial source of products or services. 
Relationship between trade marks and brand
The brand name is quite often used interchangeably with "brand". A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration and such trademarks are called "Registered Trademarks". In this context a "brand name" constitutes a type of trademark.Local
A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area. Whipple ofCharmin toilet tissue and Tony the Tiger of Kellogg's Frosted Flakes. It may be called a regional brand if the area encompasses more than one metropolitan market. etc. for example: Mr. A few include: Initialism: A name made of initials such as UPS or IBM Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin'
. Skånemejerier. however an interesting thing about local brand is that the local branding is more often done by consumers than by the producers. It may also be a brand that is developed for a specific national market. A local brand is a brand that can be found in only one country or region.
and founder's name like Hewlett-Packard or Disney Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker The act of associating a product or service with a brand has become part of pop culture.including its name. transcend trends and have positive connotations. the brand name should be on target with the brand demographic. Therefore.
The outward expression of a brand . over time. it reflects how the owner wants the consumer to perceive the brand . such as Band-Aid or Kleenex. Effective brand names build a connection between the brand personality as it is perceived by the target audience and the actual product/service. The brand owner will seek to bridge the gap between the brand image and the brand identity. which are often used to describe any brand of adhesive bandage or any brand of facial tissue respectively. organization. brand associations become handy to check the consumer's perception of the brand. The brand name should be conceptually on target with the product/service (what the company stands for). communications. Because the identity is assembled by the brand owner. gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Furthermore.is brand identity.
. Brand identity needs to focus on authentic qualities . A brandnomer is a brand name that has colloquially become a generic term for a product or service. which is a customer's mental picture of a brand. Brand identity is what the owner wants to communicate to its potential consumers. Most products have some kind of brand identity. Typically. trademark. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. This is in contrast to the brand image. from common table salt to designer jeans. and visual appearance .and by extension the branded company. However. sustainable brand names are easy to remember.real characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics. product or service.Donuts Evocative: Names that evoke a relevant vivid image like Amazon or Crest Neologisms: Completely made-up words like Wii or Kodak Foreign word: Adoption of a word from another language like Volvo or Samsung Founders' names: Using the names of real people. a product's brand identity may acquire (evolve).
Chermayeff & Geismar and Saul Bass. but eventually also for the company behind the
. When brand parity is present. one of the first visual identities to integrate logotype. These principles can be observed in the work of the pioneers of the practice of visual brand identity design. or logo. and graphic elements.
role of brand
It was meant to make identifying and differentiating a product easier. for the product. In the United States. At the core of every brand identity is a brand mark. such as Paul Rand. brands came to embrace a performance or benefit promise. and station architecture to create a comprehensive consumer brand experience. colors. such as specific fonts. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction. brand identity and logo design naturally grew out of the Modernist movement in the 1950s and greatly drew on the principles of that movement – simplicity (Mies van der Rohe’s principle of "Less is more") and geometric abstraction.
Brand parity is the perception of the customers that some brands are equivalent. quality is often not a major concern because consumers believe that only minor quality differences exist.Visual
The visual brand identity manual for Mobil Oil(developed by Chermayeff & Geismar). certainly. A brand’s visual identity is the overall look of its communications. alphabet. color palette.
The recognition and perception of a brand is highly influenced by its visual presentation. icon.  This means that shoppers will purchase within a group of accepted brands rather than choosing one specific brand. Over time.
" . make them ideal tools in the hands of activists. which is not necessarily connected with the product or consumption of the product at all. especially in the industrial sector. "A great brand raises the bar -. Cadbury Flake or Cadbury Fingers in the United States). Omo. it is just the company's name which is promoted (leading to[citation
one of the most powerful statements of branding: saying just before the company's downgrading. which may compete against other brands from the same company (for example. This approach has not worked as well for General Motors.
branding and iconic brands
Attitude branding is the choice to represent a larger feeling.it adds a greater sense of purpose to the experience. social issues. or the affirmation that the cup of coffee you're drinking really matters.Howard Schultz (president. Persil. and chairman of Starbucks)
. Exactly how the company name relates to product and services names is known as brand architecture. Surf and Lynxare all owned by Unilever).
Main article: Individual branding Each brand has a separate name (such as Seven-Up.. Kool-Aid or Nivea Sun (Beiersdorf)). The power of brands to communicate a complex message quickly and with emotional impact and the ability of brands to attract media attention. Decisions about company names and product names and their relationship depends on more than a dozen strategic considerations. whether it's the challenge to do your best in sports and fitness. Brands have been co-opted as powerful symbols in larger debates about economics. Starbucks. In the 2000 book No Logo. In this case a strong brand name (or company name) is made the vehicle for a range of products (for example. and politics. brand plays a much bigger role. Naomi Klein describes attitude branding as a "fetish strategy". Safeway. Mercedes-Benz or Black & Decker) or a range of subsidiary brands (such as CadburyDairy Milk. The Body Shop. Marketing labeled as attitude branding include that of Nike.
Often. CEO. which recently overhauled how its corporate brand relates to the product brands.brand. "No
one ever got fired for buying IBM"). Today. and Apple Inc.
Examples are: Apple. 3.A meaningful storytelling fabricated by cultural insiders. Although there is a distinct Muji brand. Examples include the Japanese company Muji.The color. In other words a difference with the way consumers are and how they wish they were. Nike and Harley Davidson. There are four key elements to creating iconic brands (Holt 2004): 1. 4.Some kind of mismatch between prevailing ideology and emergent undercurrents in society. This nobrand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth. "Necessary conditions" . "The cultural brand management process" . "Tapa Amarilla" or "Yellow Cap" in Venezuela during the 80s is another good
. a simple shopping experience and the anti-brand movement.The performance of the product must at least be acceptable. Muji products are not branded. and the Florida company No-Ad Sunscreen. letter font and style of the Coca-Colaand Diet Coca-Cola logos in English were copied into matching Hebrew logos to maintain brand identity in Israel.Actively engaging in the myth-making process in making sure the brand maintains its position as an icon. which means "No label" in English (from 無印良品 – "Mujirushi Ryohin" – literally.
Iconic brands are defined as having aspects that contribute to consumer's self-expression and personal identity. These must be seen as legitimate and respected by consumers for stories to be accepted. preferably with a reputation of having good quality. Some of these brands have such a strong identity that they become more or less cultural icons which makes them "iconic brands". "Cultural contradictions" . "No brand quality goods"). Brands whose value to consumers comes primarily from having identity value are said to be "identity brands". Many iconic brands include almost ritual-like behaviour in purchasing or consuming the products. "Myth-making" . "No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name.
Recently a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates generic brand simplicity. 2.
many fashion and designer companies extended brands into fragrances. in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics). with new varieties or flavors or sizes. A line extension is when a current brand name is used to enter a new market segment in the existing product class. Procter & Gamble is a leading exponent of this philosophy. may wish to guarantee its own position by promoting that component as a brand in its own right. golf balls. There is a difference between brand extension and line extension. furniture. simply to soak up some of the share of the market which will in any case go to minor brands. etc. Procter & Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category. price or cachet. used by a number of suppliers of the end-product. product area.
extension and brand dilution
The existing strong brand name can be used as a vehicle for new or modified products. Individual brand names naturally allow greater flexibility by permitting a variety of different products. When Coca-Cola launched "Diet Coke" and "Cherry Coke" they stayed within the originating product category: non-alcoholic carbonated beverages. in order to pre-empt others entering the market. home decor. It was simply recognized by the color of the cap of this cleaning products company. Mars extended its brand to ice cream. Caterpillar to shoes and watches. Michelin to a restaurant guide. Once again. or quality. running as many as ten detergent brands in the US market. This also increases the total number of "facings" it receives on supermarket
. Adidas and Puma to personal hygiene. The most frequently quoted example is Intel.example of no-brand strategy. Dunlop extended its brand from tires to other rubber products such as shoes. (sun-) glasses. dish washing detergents. hotels. a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first. shoes and accessories. luggage. which positions itself in the PC market with the slogan (and sticker) "Intel Inside". of differing quality.
Alternatively. home textile. The risk of over-extension is brand dilution where the brand loses its brand associations with a market segment. to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. In its most extreme manifestation. tennis racquets and adhesives. for example.
In this case the supplier of a key component. The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from the existing one).
which is opposite to the traditional method where the business create a brand. since the people that might reject the brand in the traditional method are the ones who are participating in the branding process. Personal branding treats persons and their careers as brands. such as an increasing importance on the symbolic value of products. This may be acceptable (indeed to be expected) if there is a net gain overall. in which the new brand takes business away from an established one which the organization also owns. Alternatively." It refers to the practice of producers burning their mark (or brand) onto their products. it may be the price the organization is willing to pay for shifting its position in the market. uses it to keep the very different parts of the business separate — from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. build and manage the reputation of countries (closely related to place branding). Nation branding works with the perception and reputation of countries as brands. Some approaches applied. in the form of watermarks on paper in the 1200s.is just as important as what they actually produce and sell. Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheaper hotels). The branding and image of a nation-state "and the successful transference of this image to its exports . Faith branding treats religious figures and organizations as brands."
The word "brand" is derived from the Old Norse brandr meaning "to burn.
Private label brands. the new product being one stage in this process. on the other hand. and may outperform those products that are not otherwise strongly branded. Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able to compete against even the strongest brand leaders. have led countries to emphasise their distinctive characteristics. also called own brands. The Italians were among the first to use brands.
and organizational brands
There are kinds of branding that treat individuals and organizations as the products to be branded. In the hotel business. Cannibalization is a particular problem of a "multibrand" approach.
Branding (Place Branding & Public diplomacy)
Nation branding is a field of theory and practice which aims to measure. The term is thought to have been first used in a 1997 article by Tom Peters.
. Religious media expert Phil Cooke has written that faith branding handles the question of how to express faith in a media-dominated culture. or store brands have become popular.
These are brands that are created by the people for the business. This type of method minimizes the risk of brand failure.shelves. Sara Lee.
This was an early commercial explanation of what we now know as branding. from local communities to centralized factories. Bass & Company.
. This began the practice we now know as "branding" today. Industrialization moved the production of many household items. comes from Texas rancher Samuel Augustus Maverick whose neglected cattle often got loose and were rounded up by his neighbors. whose bricks are stamped or carved with the same proto-logo since 1731. When shipping their items. Campbell soup. Coca-Cola. Even the signatures on paintings of famous artists like Leonardo Da Vinci can be viewed as an early branding tool. local products. Philip Morris purchased Kraft for six times what the company was worth on paper. fun or luxury." originally meaning an unbranded calf. as found in Saint Peter's Basilica in Vatican City. extending the meaning of "brand" to that of trademark. with its green and gold packaging having remained almost unchanged since 1885. such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem. Cattle were branded long before this. Aunt Jemima. and jingles that began to appear on radio and early television. It quickly became apparent that a generic package of soap had difficulty competing with familiar. Lyle’s Golden Syrup makes a similar claim.Although connected with the history of trademarks and including earlier examples which could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found atPompeii). Another example comes from Antiche Fornaci Giorgi in Italy. manufacturers quickly learned to build their brand's identity and personality (see brand identity and brand personality). By the 1940s. This trend continued to the 1980s. From there. Many brands of that era. such as youthfulness. In 1988. claims their red triangle brand was the world's first trademark. and Quaker Oats were among the first products to be 'branded'. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. mascots. the British brewery. brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods. Juicy Fruit gum. in an effort to increase the consumer's familiarity with their products. The term "maverick. Companies soon adoptedslogans. such as soap. James Walter Thompson published a house ad explaining trademark advertising. Around 1900. to customers previously familiar only with locally-produced goods. it was felt that what they really purchased was its brand name. Factories established during the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market. Naomi Klein has described this development as "brand equity mania". the factories would literally brand their logo or insignia on the barrels used. having been named as Britain's oldest brand. and is now quantified in concepts such as brand value and brand equity. where the consumers buy "the brand" instead of the product. for example. The word spread among cowboys and came to be applied to unbranded calves found out wandering alone . manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense.
Many thought the event signalled the beginning of a trend towards "brand blindness" (Klein 13). Brand name plays an important part in creating awareness for a brand. Celebrity:. Whenever you see a celebrity you love endorsing a brand you tend to propagate the Brand. Pepsi all have used ad’s for creating awareness among their consumers. ranging from recognition to recall to top of the mind.A Brand Building Concept
Awareness refers to the strength of a brand’s presence in the consumer’s mind. Awareness is measured according to the different ways in which consumers remember a brand. Coca Cola. When consumers see a brand and remember that they have seen it before they realize that the company is spending money to support the brand.Another important factor affecting Brand awareness is the celebrities endorsing the Brand. Also whether the name is really very meaningful or completely baseless they both affect brand awareness. PepsiCo. It is simply remembering that there was a past exposure to the brand. 1993 . Some of the major factors affectingbrand awareness are: Brand Name: One of the most important factor affecting brand awareness is the brand name. Advertising: Advertising also helps to create Brand awareness in a big way. Since it is generally believed that companies will not spend money on products consumers take their recognition as a signal that the brand is good. Marlboro cigarettes were noted at the time for their heavy advertising campaigns and well-nuanced brand image. especially while introducing a new product in the market find that sales cannot be sustained without constant advertising. In response to the announcement Wall street stocks nose-divedfor a large number of branded companies: Heinz. Awareness is measured according to the different ways in which consumers remember a brand.flavoured aerated vodka based drink Fevi Stik . Take any brand name Fevicol. Companies often rerun advertisement on different channels over the year to sustain the brand awareness and ensure that the consumers are exposed to the brand. Vicks.Marlboro Friday: April 2.adhesive Centre Shock chewing gum. Sales charts always show a meteoric rise post-advertising burst.
Recognitions reflect familiarity gained from past exposure.the day Philip Morris declared that they were cutting the price of Marlboro cigarettes by 20% in order to compete with bargain cigarettes.
Factors Affecting Brand Awareness
Brand Awareness refers to the strength of a brand’s presence in the consumer’s mind.marked by some as the death of the brand . Bacardi Breezers . Recognition does not necessarily involve remembering where the brand was encountered before why it differs from other brands or even what the brands product class is. questioning the power of "brand value. Quaker Oats.
. ranging from recognition to recall to top of the mind. Many companies."
Brand Awareness .
Complan repeats the same TV commercials for different target markets over a period of time to ensure brand recall and visibility.
Peer group opinion also plays an important part in the whole brand awareness exercise. Parent Company:." Corporate inaction at this juncture
Parle products “BISLERI” in the packaged water segment. The parent company in many cases is so popular that its brand automatically become popular and people become aware about the product.
Recall Of Ads: .Coca Cola experienced a tremendous increase in brand following post ad campaigns with Hrithik Roshan and “Kaho Na Pyaar Hai”. TATA INDIGO.
The popularity of local restaurants such as J. Why Conduct a Brand Awareness Research Survey After spending months or even years developing and introducing products and services to the marketplace.Marriot has been boosted by 3 mentions in the Bombay Times supplement of The Times of India.To a large extent the parent company helps in promoting a brand.com/terms/b/brandawareness.In some cases the brand awareness is also high due to specific ad recall.
Peer Group Opinion: .investopedia.W.
Public Relations: . Read more: http://www. Reliance India Mobile’s Monsoon Hungama offer.
Definition of 'Brand Awareness'
The likelihood that consumers recognize the existence and availability of a company's product or service.
Amaron battery advertisement of race between tortoise and rabbit with the tagline “LAST LONG REALLY LONG”.Usually the company that enters a product category first has good awareness about its brand. Creating brand awareness is one of the key steps in promoting a product. and building your brand can pose a daunting task to even the savviest marketers. wherein they offered their WLL services at anaffordable price.
Direct Selling: .Some of the companies use direct selling as a platform to create brand awareness. 1st Mover Advantage: . Sales Promotions And Offers: .asp#ixzz1rejlTFy4
Brand Awareness Survey Understanding customer perceptions of your business and products stands at the heart of brand awareness. which is very high.It also helps in making the consumers aware of the brand. most people generally go by the opinions of their friends and colleagues. redefining. Protecting.
Eureka Forbes water filter “AQUA GUARD”.The coverage that the fourth estate and magazines provide a brand also helps in building awareness about a brand. Usually people tend to discuss a lot about the brand and tend to share their experiences or some recent ad’s they have seen which in turn increases brand awareness of their peers. it is tempting to declare "mission accomplished. Usually people tend to remember the first player to enter the market. TATA always promotes it brand with its name along with the brand such as TATA INDICA.
When opting for cellular network services (irrespective of prepaid or billing). Our market research surveys provide valuable intelligence as to your company’s marketing presence and the strength of your brand recognition--information that is critical to the success of your business. Some of the sales promotion activities that companies carry out help them in a big way to make their target aware of the brand. TATA SALT.
actionable information. and protecting brand awareness as market conditions change can be a daunting task. and results in information that can be used to leverage brand strengths against competitors' weaknesses.
is misguided and can potentially threaten the time and resources invested in your project. growing. While brand awareness surveys are often conducted using online surveys. including: What is the "top of mind" brand in the market? What attributes do you "own" versus the attributes competitors own? What are customer perceptions regarding your brand versus the competition? Who are your prospects working with. e-mail questionnaires. the nuanced answers captured during a brand awareness survey lend themselves to telephone based interviews. Developing. and your company itself. comprehensive. and why? The result of an effective brand awareness survey sheds light on these questions. or direct mail. Brand awareness also spans the range of emotions or perceptions associated with a company or product. To uncover emotions and customer perceptions requires establishing a dialogue with your customers. Our interviewers have years of real world business experience. Direct Opinions has provided business owners and marketing professionals with custom tailored brand awareness surveys designed to achieve their business goals. requiring an effective methodology to ensure accurate results. Contact the Brand Awareness Survey Leaders Your company's brand is a valuable business asset. services. These intangibles are difficult to gauge. but remain confused as to how. and are trained to engage your audience in meaningful conversations designed to elicit detailed. A brand awareness survey can reveal much about the strengths and weaknesses of your products. allowing successful launch and or re-launch of products. or where to start? Since 1983. The concept of brand awareness goes beyond a customer’s ability to recognize your brand and correctly associate it with a particular product. Do you see the value of a brand awareness survey. How to Conduct a Brand Awareness Survey An effective brand awareness survey needs to go beyond determining if customers recognize your brand and associate it with the correct product. Contact the experts at Direct Opinions to discuss your brand awareness survey today!