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What is a Brand ?

What is Brand Awareness?

Type of Brand Awareness Importance of Brand Awareness

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Brands are different from products in a way that brands are what

the consumers buy, while products are what concern/companies

make.

A brand, can be defined as a sellers promise to provide consistently a unique set of characteristics, advantages, and

services to the buyers/consumers.

A brand connects the four crucial elements of an enterprisecustomers, employees, management and shareholder

Some examples of well known brands are Mc Donalds,

Mercedes-Benz, Sony, Coca Cola, Kingfisher, etc.

It is the degree to which consumers precisely associate the brand with the specific product

Brand awareness includes both brand recognition as well as brand

recall. Brand recognition is more crucial as the brand will be physically

present

Where brands are not physically present, brand recall is more significant

For instance - Coca Cola has come to be known as Coke.

There are two types of brand awareness:

Aided awareness- This means that on mentioning the product

category, the customers recognize your brand from the lists of

brands shown.

Top of mind awareness (Immediate brand recall)- This means that

on mentioning the product category, the first brand that customer

recalls from his mind is your brand.

Building brand awareness is essential for building brand equity Creating a strong and effective brand is one of the best ways to promote a business.

Strong brand awareness leads to high sales and high market share Brand awareness can be regarded as a means through which consumers become acquainted and familiar with a brand and

recognize that brand

Tesco supermarkets have created a multi-layered brand by producing different quality levels of goods, they have a value

range, a mid-range, and an expensive up market range. This

allows their brand to appeal to a wide customer demographic, and also to diversify into other business fields where a broad

customer

base

is

required

such

as

banking.

Coca-Cola has such a strong brand identity it managed to change the recognized colour of Father Christmas suit from green to red through a highly successful advertising campaign