This document discusses brand awareness and its importance. Brand awareness refers to how well-known and associated a brand is with its products or services. It discusses different levels of brand awareness like top-of-mind awareness, where a brand is the first one recalled in a product category. It also covers brand recognition, where a customer can confirm prior exposure to a brand when prompted. The document notes that strong brand awareness can come from factors like extensive advertising, wide product distribution that increases exposure, and a positive store image that reflects well on the brand.

1. THE BRAND IS
WHAT BRAND DOES
SYED SARWARULLAH
HUSSAINI

2. WHAT IS BRAND AWARENESS ?
• Brand awareness is the extent to which a brand is
recognized by potential customers and correctly
associated with a particular product or service.
• Pyramid of Brand Awareness:
• Top of mind awareness- This means that on mentioning
the product category, the first brand that customer
recalls from his mind is your brand.

3. BRAND RECOGNITION
Brand recognition is the ability to confirm prior exposure when given
the brand as cue.

4. It is based on a customer’s ability to
recognize the brand by a certain product.
For example, when asked for homemade
homemade noodles, people associate it
with Maggi.

5. CONSUMER WHO AWARE OF ONE BRAND
• In same product line number of
products are lying in the market but
people still prefer to the known
products even though it is lower in
quality than other brands they had
experience

6. PERCEIVEDMARKETINGELEMENTS & BRANDAWARENESS
1. Advertising Spending

7. PERCEIVED MARKETING ELEMENTS & BRAND AWARENESS
2. Distribution intensity
Here distribution intensity provides repeated brand exposure in various stores so that
consumers’ ability to recognize & recall the brand.

8. WHAT’S YOUR BRAND SAYING ABOUT YOU
• Store image represents product image & store image have a
positive relationship with brand awareness