Brand Awareness Model

Brand awareness

The ultimate goal for any marketer is to reach a type of brand loyalty where the consumer will choose your product over any other, at any time. However, there are various phases a brand goes through before reaching that aim. The first step is brand awareness. The oxford dictionary defines awareness the "knowledge or perception of a situation or fact"*. Brand awareness therefore is the knowledge or perception of a brand and is about maximizing recognition and exposure to potential customers. Secondly, there is the brand knowledge. Here, not only is the potential customer aware of the brand, but there is some underlying knowledge about the brand. For example, there exists a knowledge on the price, the positioning as regards

Brand recognition is simply the fact that the brand seems familiar and linked to past exposure or even advertisement exposure. Brand recall is the step above, where not only the brand is recognized, but the consumer is aware of the brand, meaning that the brand comes to mind when the product class is mentioned. And lastly, the highest version of brand awareness for Aaker is the top-of-mind awareness. Here, the brand absolutely dominates its product category and is associated to whenever applicable.

Brand strategies

• Line extension

• Brand extension

• Multibrand

• New brand

Corporate

3. Corporate Culture - Do all the brands fit the right Mission and Values?

Vision

"Our ambition for the coming years is to win over another one billion consumers around the world by creating the cosmetic products that meet the infinite diversity of their beauty needs and desires"*

Mission

"To provide the best in cosmetics innovation to everyone around the world"

Values: Passion, Innovation, Entrepreneurial Spirit, Open-mindedness, quest for Excellence, Responsibility."*

4. Corporate Strategy

Brand strategies

Brand awareness and brand image. The L'Oréal Group has been very successful in creating and acquiring meaningful brands and increasing its values throughout the years. A brand can be used easily to differentiate your products from the competition, and L'Oréal has been doing exactly that.

Brand equity.

- Financial brand equity

- Consumer brand equity. Brand personality; brand feelings; brand loyalty.

Brand strategies

• Line extension

• Brand extension

• Multibrand

• New brand

Marketing Strategy:

4 P's:

- Product

- Price (positioning)

- Placement (distribution