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Importance Of Brand Awareness

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2.6.1 Brand Awareness Bovee et al (1995) states that brand awareness is a measure of the percentage of the target market that is aware of a brand name. Aaker (1991) has stated brand awareness creates value in at least four ways. Unless the brand name is established the rest of the communication cannot take place. Thus all the other associations of the brand are anchored to brand awareness. It also provides a sense of familiarity to the brand. In low involvement products, evaluation may not be done only awareness would do the trick. Name awareness can be a measure of presence and commitment. Brand awareness helps brand enter into the consideration set. Keller (1991) in a laboratory experiment has studied how the competitive advertising and …show more content…

Rossiter, Percy and Donovan (1991) stated that developing a positive attitude towards brand is of no significance, if there is lack of brand awareness among consumers. They have emphasized the importance of creating brand awareness for developing a positive attitude towards the brand. Rossiter and Percy () have also noted that the strength of the awareness of brand in consumer’s memory can be known by doing brand recognition. Bogart (1986) notes that advertisers continuously tries to remind the customer, so that the name of the advertised brand is remembered by the viewers. They have observed that awareness will help the brand name to be in consideration set and the probability of purchasing increasing. Murphy and Amundsen (1981) recall of name or the claim of the brand have been used by many researchers as a proxy measure of …show more content…

Also when evaluation is not done due to lack of motivation brand familiarity is enough. Keller (1993) has gone a step further and observed that brand awareness affects the decision of brand within the consideration set also. Rossiter and Percy (1991) claim that brand awareness is the essential first step in building a brand. Ovidiu has made an interesting observation that brand awareness influences the customer’s perceived risk assessment and their confidence in purchase decision of both type of products, durable as well as non-durables. Vakratsas and Ambler (1999) observe that the first step is the awareness. Chattopadhyay and Nedungadi (1990) notes that increase in brand awareness ensures that the brand receives serious consideration for purchase. Pae et.al (2002) states that when there are no other specific brand associations, consumers would be inclined to select a brand that is known and familiar to them. Farquhar (2000) opines that only high accessible attitudes (brands with a high level of awareness) can be relevant when purchasing or repurchasing a brand. Alvarez Del Blanco (1999) has indicated that brand awareness indirectly affects purchase behaviour, and its positively affects perceptions and attitude and purchase behaviour. Macdonald and Sharp (2000) state that there is a strong association between brand awareness and buyer

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