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Four Dimensions Of Brand Awareness

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From the perspective of Aaker (1992), there are five main dimensions of brand equity, including brand awareness, brand loyalty, perceived quality, brand association, as well as other proprietary assets related to the company. The first four dimensions are generally considered in the analysis of consumer-related bases for brand equity. In the competitive business environment nowadays, in order to gain the loyalty from customers, one of the remarkable and crucial issues is to secure an appropriate position in the consumers’ minds. It is the corporate’s brand and brand equity that leads to gain consumer loyalty. Brand Awareness: Aaker (1992) illustrates that brand awareness means the ability of consumers to recognize a brand in particular category …show more content…

It also indicates the intention of customers to keep on purchasing products and services of that brand in the future. Similarly, it describes how like a consumer may change their buying habit to other brands, which are usually competitors with similar products. Brand Loyalty is considered an essential objective for a company to survive and grow. So, enhancing brand loyalty to consumers not only a marketing goal of a company, but also a crucial element for it to develop competitive advantage, which is sustainable. Perceived quality: Aaker (1992) explains that perceived quality refers to consumers’ perception of overall quality of product or service based on his own purpose compared to other similar products or options in the market. As the relationship is developed between the consumers and the service provider, based on the perception of quality received, it is less likely for consumer to change to other brand if the perceived quality of a company is …show more content…

For example, the targeted company background and company history can be found at published information and report; Annual Reports and other published passage are the source to collect the information of McDonald’s company background. Besides, different concepts used in this paper, for example, Corporate Social Responsibility and Corporate Image, can be found at previous literature. It is a relatively efficient way to collect information and we could quote and present these information as reference in the first part of

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