Difference Between Brand Awareness And Brand Image

In this chapter, we are going to explain brand awareness and brand image.

Customer-based brand equity happens when there is a high level of brand awareness and familiarity with the brand and it occurs when the customer has in memory some strong, suitable, and unique brand associations; and to establish a positive brand image in consumer memory, we need to create brand awareness and brand image to build customer-based brand equity.

2.1 What is brand awareness, and how do we achieve it?

First of all, brand awareness is composed of two things: brand recognition and brand recall performance. Brand acknowledgment or recognition is buyers' capacity to affirm former introduction to the brand when given the brand as a sign.

Brand recall is purchasers'

The definition of customer-based brand equity does not distinguish between the source of brand associations and the manner in which they are formed; all that manners is their favorability, power, and distinction. This means that consumers can have those brand associations in different ways other than marketing activities or events; it can be from word of mouth, or direct experience; through information from other commercial sources such as consumer reports or other media vehicules; and by prejudgments or inferences that consumers sometimes make about the elements of the brand and that include name, slogan, country, retailers, or person, place, or event. Marketers should be aware of the impact of these other sources of information and manage in a better way and by adequately consider them effectively when designing communication

Two factors that reinforce association to any piece of information are its personal relevance and the coherence with which it is represented over time. The particular associations we recall and their significance will depend not only on the power of association, but also on the recuperation of cues present and the context in which we consider the brand. Let’s consider the factor that, in general, impact the power and recallability of a brand association.

Consumers form beliefs about brand attributes and benefits in different ways. Brand attributes are those descriptive features that characterize a product or service. Brand benefits are the personal advantages and interests that consumers relate to the product or service attributes. In direct, direct experiences create the powerful brand attribute and benefit associations and are particularly important in consumers’ decisions when they accurately interpret them. Word of mouth is probably to be particularly significant for restaurants, entertainment, banking, and personal