Brand awareness

In this post, we will se what is Brand awareness, and be aware of it.

Brand awareness refers to the extent to which customers are able to recall or recognise a brand.
Brand awareness is a key consideration in consumer behavior, advertising management, brand management and strategy development.
Importance Brand awareness is related to the functions of brand identities in consumers’ memory and can be measured by how well the consumers can identify the brand under various conditions.
Brand awareness is also central to understanding the consumer purchase decision process. Strong brand awareness can be a predictor of brand success. It is an important measure of brand strength or brand equity and is also involved in customer satisfaction, brand loyalty and the customer's brand relationships. Brand awareness is a key indicator of a brand's market performance. Every year advertisers invest substantial sums of money attempting to improve a brand's overall awareness levels. Many marketers regularly monitor brand awareness levels, and if they fall below a predetermined threshold, the advertising and promotional effort is intensified until awareness returns to the desired level.
Setting brand awareness goals/ objectives is a key decision in marketing planning and strategy development.
It is one of major brand assets that adds value to the product, service or company. Investments in building brand awareness can lead to sustainable competitive advantages, thus, leading to long-term value. Marketing strategists agree that brand awareness in any industry gives that company an edge. Brand awareness accomplishes several objectives for companies seeking to increase sales in the marketplace. A brand awareness campaign needs to be flexible enough to grow with the company and adjust if needed.
The company should seek to build customer awareness, promote its website and add value.
 Brand awareness follows a certain process, although customers do not usually think through these steps when choosing a product. First, the customer has a perceived need for a product. In many cases, he will seek information on what product to buy. He will often evaluate his alternatives, although in some cases, such as in buying a drink, he may simply buy what's convenient.
 At the same time, he will place a value, both financial and personal, on the product he plans to buy. After he buys your product, he will review his purchase and make adjustments.
 Sometimes these adjustments will be immediate; in other cases, they are long term. For example, if he doesn't like the drink he bought, the next day, he will choose a different drink. But if he doesn't like the vehicle he purchased, it could be two to five years until he makes a different purchase.
Build Customer Awareness Target the desired customer base. From there, the business can more easily assess what it needs to do to increase customer awareness. For instance, a customer awareness strategy will focus on different audiences depending on if the product is toys, car products or walkers for those with mobility issues.

 In each case, the business will use different advertising campaigns to increase customer awareness. Every business needs to overcome certain challenges so the customer understands the benefits of working with that particular company. Promote the Website A website helps create a worldwide customer base.
 Customers no longer limit themselves to buying from a specific geographic location. A customer might research a product and then follow up with a catalog or phone order instead of a personal visit to the company location. Hiring a graphic designer can assist a business in projecting the type of image they want to portray.
 Coordinating business cards, marketing materials and additional advertising all further enhance customer awareness. Consistency in design helps customers connect that logo with the business and product.
 Add Value Every customer will determine value in different ways. Brand awareness can give your business that "edge" in making your customers aware of the extra value your company offers. This might be in the form of service, such as three free oil changes in a year with the purchase of a motorcycle. Your packaging might be slightly larger, which brings increased quantity. Your location might be unique and easily accessible.
The business may sponsor special events, promote volunteer service or support a worthwhile organization. You will need to decide which one of these avenues will work best for your company. Finally, give the business the time needed to develop brand awareness. In most cases, this process does not happen overnight.
 While the ultimate goal is for the company to identify the success level of brand awareness campaigns, the business should always continue to appreciate and track even the slightest progress.

In te next week we will write more about this topic, relatet to the digital era and the consequences.

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