Brand awareness means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. In fact, brand awareness has influence on buying behavior of a buyer. All of these calculations are, at best, approximations. A more complete understanding of the brand can occur if multiple measures are used. Now days the brand awareness among the teenagers became increasing at a very fast speed. The main purpose behind this is the change in taste and preference of consumers.
Nowadays the teenagers want to be more fashionable they have to look different among their group so the purchase clothes of latest fashion and top brands. Wearing branded clothes are also improve status so it is another major reason to prefer branded clothes. Product placements in entertainment media are increasing, particularly in content targeted to adolescents. This marketing communication tactic is examined in the context of media socialization and individual differences in brand consciousness. The relative influence of commercial media (TV, radio, movies, online) and perceived peer and parent brand consciousness on teenagers brand consciousness is assessed, as well as differences in how low and high brand-conscious teenagers view product placements. Awareness, liking and perceived effects of product placements on self and others (third-person perception) were measured. Results of hierarchical multiple regression analyses show that movies and perceived parent and peer brand consciousness were positively related to teenagers brand consciousness. Those teenagers considered to be highly brand-conscious were also those who were most aware of and favorable towards product placements. All teenagers demonstrated third-person perception of media effects in that they considered others to be more influenced by product placements than themselves, with peers influenced more than friends. Highly brand-conscious teens perceived the greatest effects of product placements on their own and others’ buying behaviors’, yet low brand-conscious teens revealed the largest gap in perceptions of impact on self vs. peers. The results are discussed in view of media effects; ramifications for marketers and public policy makers are also appraised.
Brands have now become unseparate part of teens. Brand effects to our lives by getting us involved something new. Maybe it depends on the weather or seasonal change. In my opinion, there are two points’ positive and negative effects of brand on teens. First of all, I could say about positive effects of brand, that girls or boys use of brand to attract representatives of their contrary part. For example, every young people want to have branded dressing couple. They pay attention to one another clothes, hairstyle, jewellery and so on. By this way, they seem having attractive.
Nowadays markets are became so bigger and so many branded companies are in India and competition among them is also very tough due to which this companies gave huge discounts and offers to public so the people are more attracted towards this brands and purchases. Teens are more influenced by the television so this is also an important variable that make teens brand conscious.
It's also important to remember that teens have ways to learn about brands, as well as discuss brands, that previous generations could not have dreamed of. When marketers focus their efforts on just adults, or even just young adults, the teens and teens take notice of that perceived snub. And, not only do they have the tools at their disposal to let their dissatisfaction with a brand be known, they are not afraid to use them."
Brand awareness is increase at a very fast speed now days and teens are the segment which branded clothes. It is a very good...