Brand Awareness

Topics: Brand, Brand management, Branding / Pages: 46 (11307 words) / Published: Jan 21st, 2013
Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.( Noel. K, Francoise. R. 1995),
Brand awareness, In general, 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. (Noel. K, Francoise. R. 1995), Brand awareness can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand. However, in common market research practice a variety of recognition and recall measures of brand awareness are employed all of which test the brand name's association to a product category cue, this came about because most market research in the 20th Century was conducted by post or telephone, actually showing the brand to consumers usually required more expensive face-to-face interviews (until web-based interviews became possible). (Noel. K, Francoise. R. 1995), this has led many textbooks to conceptualize brand awareness simply as its measures, that is, knowledge that the brand is a member of a particular product category, e.g. soft-drinks. Examples of such measures include:
 Brand recognition - Either the brand name or both the brand name and category name are presented to respondents.
 Brand recall - the product category name is given to respondents who are asked to recall as many brands as possible that are members of the category.
 Top of mind awareness - as above, but only the first brand recalled is recorded (also known as spontaneous brand recall).
There has been

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