Brand awareness


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Brand awareness

  1. 1. Brand awareness is a marketing concept that enables marketers to quantify levels and trends inconsumer knowledge and awareness of a brands existence. At the aggregate (brand) level, it refers tothe proportion of consumers who know of the brand.Brand awareness studies are most useful when the results are set against a clear benchmark such asdata from prior periods, different markets, or competitors. In a survey of nearly 200 senior marketing [1]managers, 61 percent responded that they found the "brand awareness" metric very useful.[edit]Purpose"Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the Hierarchy ofEffects, an assumption that customers progress through sequential stages from lack of awareness,through initial purchase of a product, to brand loyalty." In total, these AAU metrics allow companies to [1]track trends in customer knowledge and attitudes.Creation of brand awareness is the primary goal of advertising at the beginning of any products life cycle,and has influence on buying behavior.[edit]Construction"Marketers evaluate various levels of awareness, depending on whether the consumer in a given study isprompted by a product’s category, brand, advertising or usage situation." Typical questions might be [1]"Have you heard of Brand X?" or "What brand comes to mind when you think luxury car?"Specifically, awareness is "the percentage of potential customers or consumers who recognize—orname—a given brand. Marketers may research brand recognition on an aided or prompted level, posingsuch questions as, Have you heard of Mercedes? Alternatively, they may measure unaided or [1]unprompted awareness, posing such questions as, Which makes of cars come to mind?" This isreferred to as top of mind awareness - when only the first brand recalled is recorded (also known asspontaneous brand recall).[edit]MethodologiesMokhira discussion in industry and practice about the meaning and value of various brand awarenessmetrics. Recently, an empiricalstudy appeared to put this debate to rest by suggesting that all awarenessmetrics were systematically related, simply reflecting their difficulty, in the same way that certain [2]questions are more difficult in academic exams.Brand awareness can be measured by showing a consumer the brand and asking whether or not theyknew of it beforehand. However, in common market research practice a variety of recognition and recall
  2. 2. measures of brand awareness are employed, all of which test the brand names association to a productcategory cue. This came about because most market research in the 20th Century was conducted bypost or telephone. Actually showing the brand to consumers usually required more expensive face-to-faceinterviews (until web-based interviews became possible). This has led many textbooks to conceptualizebrand awareness simply as its measures, that is, knowledge that the brand is a member of a particularproduct category (e.g., soft drinks).