 Brand awareness refers to the extent to

which customers are able

to recall or recognize a brand.
 Brand awareness is a key consideration
in consumer behavior, advertising
management, brand management and
strategy development.
 The consumer's ability to recognize or recall
a brand is central to purchasing decision-
making. Purchasing cannot proceed unless a
consumer is first aware of a product category
and a brand within that category.
 Awareness does not necessarily mean that
the consumer must be able to recall a
specific brand name, but he or she must be
able to recall sufficient distinguishing
features for purchasing to proceed.
What is brand recognition?

 Brand recognition is the ability of consumer

to recognize prior knowledge of brand when
they are asked questions about that brand or
when they are shown that specific brand,
i.e., the consumers can clearly differentiate
the brand as having being earlier noticed or
heard.
What is brand recall?

 Brand Recall is the degree or likelihood of

instantly remembering the name of the
brand if a product/service or any other kind
of brand association comes up.
 Brand Recall can be aided or unaided.
 Dominant-Strong brand dominance is evident when
consumers can only recall the name of a single brand in an
industry.
 Eg. when ever asked about ‘glucose biscuit’ Parle-G is the
name that comes to our mind.

 Top of mind-When you are asked to name a product from a

specific category, which one comes to the top of your mind
first? When you think of a certain product “off the top of
your head,” that is top-of-mind awareness
 Unaided awareness-A measure of the number of people
who express knowledge of a brand or product without
prompting or giving any hint (brand recall).

 Aided awareness-A measure of the number of people who

express knowledge of a brand or product when prompted
or given any hint.

 Unaware of the brand-A measure of the number of people

who are not aware about the brand and don’t have any
knowledge that a particular brand is there in the market.
 Building brand awareness is essential for building brand
equity.
 It includes use of various renowned channels of promotion
such as advertising, word of mouth publicity, social media
like blogs, sponsorships, launching events, etc.
 To create brand awareness, it is important to create
reliable brand image, slogans and taglines. The brand
message to be communicated should also be consistent.
Strong brand awareness leads to high sales and high
market share. Brand awareness can be regarded as a
means through which consumers become acquainted and
familiar with a brand and recognize that brand.
 Brand image is the current view of the customers
about a brand.

 It can be defined as a unique bundle of associations

within the minds of target customers. It signifies
what the brand presently stands for.

 It is a set of beliefs held about a specific brand.

 In short, it is nothing but the consumers’ perception

about the product.
 It is the manner in which a specific brand is positioned in
the market. Brand image conveys emotional value and not
just a mental image.

 Brand image is nothing but an organization’s character. It

is an accumulation of contact and observation by people
external to an organization.

 The main elements of positive brand image are- unique

logo reflecting organization’s image, slogan describing
organization’s business in brief and brand identifier
supporting the key values.
 The idea behind brand image is that the consumer is not
purchasing just the product/service but also the image
associated with that product/service.

 Brand images should be positive, unique and instant.

 It can be strengthened using brand communications like

advertising, packaging, word of mouth publicity, other
promotional tools, etc.

 It develops and conveys the product’s character in a

unique manner different from its competitor’s image.
 Brand image is not to be created, but is automatically
formed.

 It includes products' appeal, ease of use, functionality,

fame, and overall value.

 Positive brand image enhances the goodwill and brand

value of an organization.

 To sum up, “Brand image” is the customer’s net extract

from the brand.
 Keller's Brand Equity Model is also known as the Customer-
Based Brand Equity (CBBE) Model.

 Kevin Lane Keller, a marketing professor at the Tuck

School of Business at Dartmouth College, developed the
model.

 The concept behind the Brand Equity Model is simple: in

order to build a strong brand, companies must shape how
customers think and feel about their product.
 Companies have to build the right type of experiences
around their brand, so that customers have specific,
positive thoughts, feelings, beliefs, opinions, and
perceptions about it.
 The four steps of the pyramid represent four fundamental
questions that the customers will ask – often
subconsciously – about the brand.

 The four steps contain six building blocks that must be in

place for the company to reach the top of the pyramid,
and to develop a successful brand.

 Let's look at each step and building block in detail, and

discuss how a company can apply the framework and
strengthen its brand.
Step 1: Brand Identity – Who Are You?

 In this first step, The goal is to create "brand salience," or

awareness – in other words, the company needs to make
sure that their brand stands out, and that customers
recognize it and are aware of it.

 The company is not just creating brand identity and

awareness here; but also trying to ensure that brand
perceptions are "correct" at key stages of the buying
process.
Step 2: Brand Meaning – What Are You?

 The goal in step two is to identify and communicate what

the brand means, and what it stands for.
 The two building blocks in this step are: "performance" and
"imagery.“

 "Performance" defines how well the product meets the

customers' needs. According to the model, performance
consists of five categories: primary characteristics and
features; product reliability, durability, and serviceability;
service effectiveness, efficiency, and empathy; style and
design; and price.
 Imagery" refers to how well your brand meets your
customers' needs on a social and psychological level. Your
brand can meet these needs directly, from a customer's
own experiences with a product; or indirectly, with
targeted marketing, or with word of mouth.
Step 3: Brand Response – What Do I Think, or Feel, About
You?

 The customers' responses to the brand fall into two

categories: "judgments" and "feelings."
 These are the two building blocks in this step.
 The customers constantly make judgments about your
brand and these fall into four key categories:
 Quality: Customers judge a product or brand based on its actual
and perceived quality.
 Credibility: Customers judge credibility using three dimensions –
expertise (which includes innovation), trustworthiness, and
likability.
  Consideration: Customers judge how relevant your product
is to their unique needs.
 Superiority: Customers assess how superior your brand is,
compared with your competitors' brands.

 Customers also respond to the brand according to how it

makes them feel. The brand can evoke feelings directly,
but they also respond emotionally to how a brand makes
them feel about themselves. According to the model, there
are six positive brand feelings: warmth, fun, excitement,
security, social approval, and self-respect.
Step 4: Brand Resonance – How Much of a Connection
Would I Like to Have With You?

 Brand "resonance" sits at the top of the brand equity

pyramid because it's the most difficult – and the most
desirable – level to reach. The company has achieved
brand resonance when the customers feel a deep,
psychological bond with the brand.
Keller breaks resonance down into four categories:
 Behavioral loyalty: This includes regular, repeat purchases.

 Attitudinal attachment: Your customers love the brand or

the product, and they see it as a special purchase.

 Sense of community: The customers feel a sense of

community with people associated with the brand,
including other consumers and company representatives.

 Active engagement: This is the strongest example of brand

loyalty. Customers are actively engaged with the brand,
even when they are not purchasing it or consuming it.