Brand Awareness & Retention
Brand awareness as being essential for the communications process to occur as it precedes all other steps in the process. Without brand awareness occurring, no other communication effects can occur. For a consumer to buy a brand they must first be made aware of it. Brand attitude cannot be formed, and intention to buy cannot occur unless brand awareness has occurred.
“Brand awareness is widely misunderstood and often wrongly measured, even by experienced managers”. Yet brand awareness is covered in most texts on advertising measurement, it is a central part of the popular hierarchy of-effects advertising model, and marketing manager’s claim it as an important goal of their communications activities. This paper discusses recent theoretical developments which attempt to explain the role which brand awareness plays and then presents empirical findings concerning how Australian managers utilize brand awareness as a measure of marketing and advertising effectiveness.
Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of the target market, brand awareness is the primary goal of advertising in the early months or years of a product’s introduction.
Brand awareness is related to the functions of brand identities in consumers’ memory and can be reflected by how well the consumers can identify the brand under various conditions.
Brand awareness includes brand recognition and brand recall performance. Brand recognition refers to the ability of the consumers to correctly differentiate the brand they previously have been exposed to. This does not necessarily require that the consumers identify the brand name. Instead, it often means that consumers can respond to a certain brand after viewing its visual packaging images.
Brand recall refers to the ability of the consumers to correctly generate and retrieve the brand in their memory.
A brand name that is well known to the great majority of households is also called a household name.
Brand awareness plays a huge part in the success of brands. There are many different ways to market a brand in order for it to display a certain image in the minds of consumers. It can be a logo, a name, a color etc. that links itself to a brand in the mind of the consumer. Brand awareness and recognition is a step for marketers in communications as it affects the consumer choices that are made when it comes to the point of purchasing. A brand that is more well-known than others is more likely to be chosen for purchase over a brand where little is known about them.
Consumers are less likely to purchase from a brand they don’t recognize or hardly recognize as it can be perceived as a risk for them and consumers do not typically like risks, as it means they could potentially waste their money.