Sales & Marketing >> Brand Awareness

Brand awareness is a marketing concept that enables marketers to quantify levels and trends in consumer knowledge and awareness of a brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand.

Brand awareness studies are most useful when the results are set against a clear benchmark such as data from prior periods, different markets, or competitors. In a survey of nearly 200 senior marketing managers, 61 percent responded that they found the "brand awareness" metric very useful.

"Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the Hierarchy of Effects, 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 track trends in customer knowledge and attitudes.

Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle, and has influence on buying behavior. "Marketers evaluate various levels of awareness, depending on whether the consumer in a given study is prompted by a product’s category, brand, advertising or usage situation." Typical questions might be "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—or name—a given brand. Marketers may research brand recognition on an 'aided' or 'prompted' level, posing such questions as, 'Have you heard of Mercedes?' Alternatively, they may measure 'unaided' or 'unprompted' awareness, posing such questions as, 'Which makes of cars come to mind?'"This is referred to as top of mind awareness - when only the first brand recalled is recorded (also known as spontaneous brand recall).

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). 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).

Related topics: Direct Marketing, Product Marketing, Product placement, Publication Marketing, Referral Marketing,Sales promotion, Service Marketing, Visual merchandising, Loyalty Marketing, Broadcasting Marketing, Affiliate Marketing, Television Advertisement, Digital Marketing,Market Strategy, Marketing Effectiveness, Brand Management, Marketing Operations, Marketing Pricing, Market Segmentation, Supply Chain Management, Pricing,Brand awareness, Word of Mouth, Viral Marketing.

 

 

 

 

 

 

 

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