Professional Documents
Culture Documents
Brand Awareness
Aaker (1991) defines brand or name awareness as the ability of a potential buyer to recognise
or recall that a brand is a member of a certain product category. Therefore it is important that
a link between product class and brand is implicated because the scope of brand awareness is
very wide, ranging from an unsure sensation that the brand name is recognised, to a conviction
that it is the only one in the product class. Brand awareness refers to the strength of a brands
presence in the consumers mind.
It is a measure of the percentage of the target market that is aware of a brand name .
Marketers can create awareness among their target audience through repetitive advertising
and publicity. Brand awareness can provide a host of competitive advantages for the
marketer. These include the following:
The salience of a brand will decide if it is recalled at a key time in the purchasing
process.
Brand awareness is an asset that can be inordinately durable and thus sustainable.
It may be extremely difficult to dislodge a brand that had achieved a dominant
awareness level. Brand awareness is vitally important for all brands but high
brand awareness without an understanding of what sets one apart from the
competition does one virtually no good.
Brand awareness is measured according to the different ways in which consumers remember
a brand, which may include brand recognition, brand recall, top of the mind brand and
dominant brand.
Brand recall: Brand recall relates to consumers aptitude to retrieve the brand from
memory given the product category, the needs fulfilled by the category or a purchase
or usage situation as a cue. It requires consumers to correctly generate the brand
from memory when given a relevant cue.
Top-of-mind brand: This is the brand name that first comes to mind when a
consumer is presented with the name of a product classification.
Dominant Brand: The ultimate awareness level is brand name dominance, where in
a recall task; most consumers can only provide the name of a single brand.
2. Brand Associations
A Brand association is the most accepted aspect of brand equity (Aaker
1992). Associations represent the basis for purchase decision and for
brand loyalty. Brand associations consist of all brand-related thoughts,
feelings, perceptions, images, experiences, beliefs, attitudes (Kotler and
Keller 2006) and is anything linked in memory to a brand. Chen A.C.H
(2001) categorized two types of brand associations - product associations
and organizational associations.
a. Product Associations
Product associations include functional attribute associations and nonfunctional associations.
and
McWilliam,
1989).
While
evaluating
brand,
b. Organizational Associations
Organizational associations include corporate ability associations, which
are those associations related to the companys expertise in producing
and delivering its outputs and corporate social responsibility associations,
which include organizations activities with respect to its perceived
societal obligations
According to Aaker (1996), consumers consider the organization that
is the people, values, and programs that lies behind the brand. Brand-asorganization can be particularly helpful when brands are similar with
respect to attributes, when the organization is visible (as in a durable
goods or service business), or when a corporate brand is involved.
Corporate social responsibility (CSR) must be mentioned as another
concept that is influencing the development of brands nowadays,
especially corporate brands as the public wants to know what, where, and
how much brands are giving back to society. Both branding and CSR have
become crucially important now that the organizations have recognized
how these strategies can add or detract from their value (Blumenthal
and Bergstrom 2003). CSR can be defined in terms of legitimate ethics
or from an instrumentalist perspective where corporate image is the prime
concern.
3. Perceived quality
Perceived quality is the customers judgment about a products overall
excellence or superiority that is different from objective quality (Zeithaml
1988). Objective quality refers to the technical, measurable and verifiable
nature of products/services, processes and quality controls. He classified
the concept of perceived quality in two groups of factors that are intrinsic
4. Brand Loyalty
Loyalty is a core dimension of brand equity. Grembler and Brown
(1996) define brand loyalty as the attachment that a customer has to a
brand and describe different levels of loyalty. Behavioural loyalty is linked
to consumer behaviour in the marketplace that can be indicated by
number of repeated purchases or commitment to rebuy the brand as a
primary choice. Cognitive loyalty which means that a brand comes up first
in a consumers mind, when the need to make a purchase decision arises,
that is the consumers first choice. The cognitive loyalty is closely linked
to the highest level of awareness (top-of-mind), where the matter of
interest also is the brand, in a given category, which the consumers recall
first. Thus, a brand should be able to become the respondents first
choices
(cognitive
(behavioural loyalty).
loyalty)
and
is
therefore
purchased
repeatedly
REFERENCES
1. Aaker (1991), Measuring brand equity across products and markets,
California ManagementRev, 38(Spring): 57-62.
2. Aaker D.A. (1992), Building strong brands, Hillsdale, NJ: Lawrence
Erlbaum Associates.
3. Aaker, D. A. (1996), Measuring brand equity across products and
markets, California Management Rev. 38(Spring): 102-120.
11.
Kotler,
Philip
and
Keller
Kevin
L.(2006),
Marketing
perception process,
Annual
Conference
of
the
Association
for
Consumer
Thakor
and
Kohli
Chiranjeev
S.
(1996),
Brand
Origin: