5/20/2021 IGNITOR Student

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is based on objective indicators such as profitability, market share, sales growth, and consumer
confidence. How could an exciting, innovative brand such as Apple be beaten out by eight other
brands, including those that are basically resting on past laurels (think Ford, Dell, etc.)?
It would seem that this “best brands” survey is more a measure of brand awareness than of
brand equity and reflects past achievements rather than current performance.2 In other words,
when asked to spontaneously identity the three best brands that come to mind, many respondents,
especially in reply to an online survey, would mention those brands that come easiest and quickest
to mind. Yet this top-of-mind recall, though certainly a good indicator of brand awareness, is not
equivalent to a measure of a brand’s strength, value, or equity. This chapter discusses in detail the
concepts of brand awareness and brand equity, and upon completing your reading of this material
you will fully appreciate why mere awareness is a necessary but insufficient indicator of brand
equity.

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Introduction
The previous chapter introduced the philosophy and practice of integrated marketing com-
munications (IMC) and then presented a framework for thinking about all aspects of the
marcom process. You will recall that this framework included four components: (1) a set of
fundamental decisions (targeting, positioning, etc.), (2) a group of implementation decisions
(mixing elements, creating messages, etc.), (3) two types of outcomes resulting from these
decisions (enhancing brand equity and affecting behavior), and (4) a regimen for evaluating
say… marcom results and taking corrective action. This chapter focuses on the third component in
22 Material this framework, namely, the desired outcomes of marcom efforts.

https://reader.ignitorlearning.com/#/book/ff1a9b80—8f7c—4436-b4ad-6669ffd72907/00re/content-player/ed363abd-1eb3-b147-7814-56d95ae17. . . 30/295