How Brand Awareness Affects Perception
Brand awareness is the degree to which consumers in the marketplace are familiar with particular brands. Small businesses can find their products at a disadvantage compared with larger competitors' alternatives, which can be backed by millions of dollars in advertising. Brand awareness has a number of distinct effects on consumers' perception of different brands, and working to build brand awareness is crucial for small business success. Perception of Quality Consumers have a tendency to expect highly advertised brands to offer higher quality products than generic products or brands they have not seen before. In grocery stores, for example, consumers are often presented with a mix of options for individual products, ranging from highly advertise...