Brand Awareness. Definition of Brand Awareness Is the ability of a potential buyer to recognise or recall that a brand is of a particular product category.

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Presentation transcript:

Brand Awareness

Definition of Brand Awareness Is the ability of a potential buyer to recognise or recall that a brand is of a particular product category

Levels of Awareness Unaware Brand Recognition (Aided) Brand Recall (Unaided) Top of Mind

Value of Brand Awareness Anchor to Associations  Arches  Ronald McDonald  Kids  Fun  Big Mac

Value of Brand Awareness Source of Familiarity  Liking  Trust  Low Involvement – Familiarity leads to Purchase

Value of Brand Awareness Perception of Substance / Commitment  Brands we are aware of, we rate highly  Rationalise our reasons for awareness Widely Used Extensively Advertised Existence for Long

Value of Brand Awareness Entry to Consideration Set  Starting point of purchase process is consideration  Awareness helps brand enter this set

Driving Awareness Name  Different: Zoo Zoo Condoms  Category Association: Overnite Express Be Different (Mint with No Hole) Memorable (Frooti) Create a Slogan (Intel Inside) Develop a Jingle (Nescafe) Symbol (Golden Arches)

Driving Awareness Colour (Apple) Packaging (Pringles) Advertising (Coke) Events & Sponsorship (DLF IPL) Brand Extensions (Reliance) Repetitive Exposures (Telecom Companies)

Assignment Work on building awareness for the following brands  Olive Mobile  Max Mobile  Samsung Mobile  Nokia Mobile Highlight the difference between the steps for each brand Deadline: Next Class Weightage: 5%