Essay On Brand Awareness

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

Customer-based brand equity occurs when the consumer has a high level of brand awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory; 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?

Brand awareness consists of brand recognition and brand recall performance. Brand recognition is consumers’ ability to confirm prior exposure to the brand when given the brand as a cue.

Brand recall is consumers’ capability to restore the brand from memory when given the product

That is, the more a consumer experiences the brand by using more senses (see it, hear it, or even think about it), the more likely the brand will stay present in his memory for a longer time. Thus, many things can lead customers to try the brand name, symbol, logo, character, packaging, including sponsorship, advertising and promotion, publicity, and public relations can higher the awareness of that brand element. And the more elements marketers can reinforce, usually the better.

Reception increases recognizability, but improving brand recall also requires linkages in memory to appropriate product categories or other purchase or consumption cues. A slogan or jingle creatively pairs the brand and the appropriate cues. Other brand elements like logos, symbols, characters, and packaging also aid recall.

The way marketers link the brand and its product category, such as with an advertising slogan, helps specify the power of product category links. For brand with strong category associations, like ford cars, the distinction between brand recognition and recall may not matter such, consumers thinking of the category are likely to think of the brand.

2.2 What is Brand image, and how do we achieve