ipl-logo

Importance Of Brand Awareness

1553 Words7 Pages

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

Show More
Related
1394 Words | 6 Pages

With so many options of items, objects and brands to solve different problems from itchiness, to a fever or headache, to boredom it is easy to be distracted. It is so simple for consumers to get caught up in the hype or buzz of brands and that is what entrepreneurs are hoping for. It is their goal for consumers to be constantly faced with making decisions or in constant view of products and they do and create ways for people to get even more wrapped up in their brands on purpose so that they can promote their products. In her essay, Dye tries to convince business minded people to do more to get their products seen. Dye writes: " insightful companies have discovered that products can be made visible.

Read More
429 Words | 2 Pages

That is because these brands are likely to receive greater ‘interest and attention. Thus, repeated exposure to the brand name, enhances ethos by creating familiarity, which in turn persuades us into buying the product out of common preference. As mentioned previously, contrast is used to draw the attention of the viewer towards the imagery of the

Read More
1222 Words | 5 Pages

Throughout history, many individuals have had the need of accessing anything that has piqued their interest. Corporations now provide a way for individuals to buy products that match their interest. Simply developing a product does not give one a chance to be successful in selling them. Some products may have competition while on the other hand, the product may not be interesting to begin with. However, advertising is what generally makes a product be either successful or a failure.

Read More
416 Words | 2 Pages

RIAS marketing has carried out extensive market research using online and direct surveys as well as existing customer feedback (Voice of the customer platforms and Trust pilot) to create a tailored approach to these attitudes. This has given them a strong understanding of how its customer base makes its decisions on which provider to select and how they can influence that provider to be RIAS. The result of this market research has identified that Brand Presence and recommendations/ratings from independent financial information businesses, such as DEFAQTO [10], are key contributors to identifying and winning new customers. • Brand Presence Research carried out by Huang, Rong & Sarigollu, Emine. (2012), confirm that brand awareness “has a positive correlation with brand forming part of the consumer decision making.”

Read More
479 Words | 2 Pages

Advertising plays an important role in a success of a business. Many customers do not think about how much time and thought a company puts into advertising their product or brand. In the reading "No Logo," Naomi Klein talked about how companies put must of their real work in not the manufacturing but the advertising. In the story they wrote how in “1983 American brands spent 70% of total marketing budgets on advertising and only 30% on promotion.” An example they used is Reebok and Nike.

Read More
599 Words | 3 Pages

The advertising department has loss sight of what to focus on with having to advertise for food products, household products and personal care products. The Clorox Company has in turn seen sales slow down even after spending billions on advertising (Neff). Although, the CEO of The Clorox Company, Don Knauss argues the real issue with brand awareness is that the company’s advertising is not “engaging” or “persuasive” (Neff). The current scale of the problem is quite large considering many consumers are aware of The Clorox Company and brands like Burt’s Bees, but are not aware of their connection. With a five-month campaign recognizing The Clorox Company on multiple social media outlets the future scale of the problem will

Read More
958 Words | 4 Pages

The previous quote and citation demonstrate the authors using a research study to further support their hypothesis. Even though these authors used a logos appeal, they avoided the use of large statistics and words to attract a more general audience. As shown, both articles use logos appeal, but Brand et al. were most effective due to their use of fewer statistics and large words to attract a more general audience, thus making it more

Read More
536 Words | 3 Pages

Not everyday people get to see you product. The uniqueness makes people remember your brand. They will always see it in their head that when they need something similar to what you offer, they come to you first. You do not need to spend so much for advertisement.

Read More
1211 Words | 5 Pages

Where brand attitude focuses on evaluation of brands, brand salience focuses on quality and quantity of memory structure along with retrieval. What differentiates brand attitude from brand salience is the buying situations mindfulness and linkage of memory structures (Daye & VanAuken, 2010). Brand salience is a better measure over brand

Read More
1548 Words | 7 Pages

According to Nolan’s “No-Name Brands: An Update,” Consumer awareness of generics has tripled since 1978 (33). In fact, there is other research that agrees with this statement. For instance, starting from nearly zero in 1977, generics have acquired 7 percent of the $275 billion grocery market. Many Observers predict they will go up to 25 percent within the next five years (Rauch & McCleary, 120). In Exhibit 3, the data demonstrations that generic brands have steadily increased over the last 3 years by nearly 5%, while national brands have experienced a slight drop of 2% in just the last couple of years.

Read More
2335 Words | 10 Pages

Brand equity is a set of brand intangible assets and liabilities connected to the brand and its trademark that could enhance or disturb the value to the customer and the firm (Aaker 1991, p.15). Brand equity has been referred a lot in business world for years. However, brand equity does not simply occurred, it needs effective building, maintenance, and protection management. (Aaker 1991, p.

Read More
1710 Words | 7 Pages

Alternative Definition: Brand equity refers to a value premium that a company generates from a product with a recognizable name, when compared to a generic equivalent. Brand equity ' is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more revenue simply from brand

Read More
1157 Words | 5 Pages

Brands are complex offerings that are conceived by organisations but ultimately resides in the consumers mind (De Chernatony, 2010). A brand thus signals to the customers the source of the products and services and protects both the competitor who would attempt to provide products and services that appear similar or identical (Aaker, 2004). Brands provides the basis upon which consumer can identify and bond with a product or service or group of products and services (Weilbacher, 1995). A brand is a specific uniqueness associated with a product or services that enables the consumers connect with it by easy identification through the name, slogan, design, logo, symbols, etc. of the organisation that produces the products or

Read More
870 Words | 4 Pages

• Consumer Awareness Many studies have been done on consumer perception and awareness about brand. Keller (1993; 1998) described consumer perceptions about brands as brand knowledge, which consist on brand image and brand awareness. Hence according to Keller Brand awareness means recognition and recall of brand. Brand Image is defined as,“a perception about a brand which is reflected by the brand associations and it is held in consumer memory” (Keller).

Read More
974 Words | 4 Pages

Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.

Read More

More about Importance Of Brand Awareness

Related Topics

Open Document