PGDM Marketing TRI IV

Prof V Ravi Shankar

Lecture 3
BRAND , AWARENESS, CONSUMER BRAND KNOWLEDGE ,
BRAND IDENTITY
 BRAND AWARENESS
 the extent to which consumers are familiar with the qualities or image of a
particular brand of goods or services.
"a campaign to increase brand awareness"
 Definition: Brand awareness

Brand awareness is a general term that describes how familiar (aware)

consumers are with a brand or its products.
Put simply, brand awareness is the measure of how memorable and recognizable a
brand is to its target audience.
Brand recognition is the extent to which a consumer can correctly identify your brand
based on visual indicators such as logo and colors.
For example, if you see the Dunkin Donuts pink and orange letters up ahead, before
even making out the words, you'd automatically recognize it as Dunkin Donuts.
Brand awareness is important because it is the very first step in the marketing funnel,
and a crucial foundation to eventually acquire customers. Brand awareness refers to
people's ability to recall and recognize your business.
 BRAND AWARENESS
Brand awareness can be distinguished by these three types:
•Top of mind.
•Unaided recall.
•Aided recall / recognition.
Brand Awareness is a value that expresses the level of awareness of a brand as a
percentage. Specifically, it shows how many people can remember a certain Brand
with or without support.
 BRAND AWARENESS
• Determination of brand awareness
• Brand awareness is determined by means of surveys. Participants are asked
to what extent they can remember a particular brand or, for example,
recognize their logo. Whether they can assign the brand to the correct
product category is also relevant.
The measurement of brand awareness is important for brand companies, for
example in order to be able to respond to a decline in brand awareness with
suitable measures. If brand awareness decreases, companies can suffer losses
in sales, because familiarity and trust in the brand are important purchase
decision factors for many consumers.
This book provides a complete overview of brand management by taking you
through seven brand approaches.
These seven 'schools of thought' represent fundamentally different
perceptions of the brand, the nature of the brand-consumer exchange, and how
brand equity is created and managed.
Understanding the seven brand approaches separately provides a deep insight
into the strengths and weaknesses of each approach and hence the potential of
brand management as a whole. This comprehensive understanding will enable
the reader to create customized brand strategies matching the unique
challenges and possibilities facing a brand at any time. The seven approaches
are:
• The economic approach: the brand as part of the traditional marketing mix.
• The identity approach: the brand as linked to corporate identity.
• The consumer-based approach: the brand as linked to consumer associations.
• The personality approach: the brand as a human-like character.
• The relational approach: the brand as a viable relationship
partner.
• The community approach: the brand as the pivotal point of
social interaction.
• The cultural approach: the brand as part of the broader cultural
fabric. The identification of the seven approaches is based on an
extensive analysis of the most influential brand research articles
published between 1985 and 2006
What is Brand Awareness?
Brand awareness is the process by which businesses of all sizes cultivate recognition their
products and services. Companies cultivate brand awareness through messaging, design,
social media, ads, and more.

The Difference Between Brand Awareness and Brand Identity

Alright, so brand awareness is pretty simple – awareness of a brand. What, then, is brand
identity?
Brand identity is what people think about when they think about a brand. So if brand
awareness is making noise about a brand, then brand identity is the content of that noise.

A strong brand identity stirs up feelings and emotions about a brand, leading to an 
association between the brand and certain characteristics.
6 Tips for Building Strong Brand Awareness
1. Identify What Makes You Different
Brand awareness is awareness of something. What’s your something?

The first step of building a brand identity is identifying a trait (or traits) that sets you apart
from your competition — your USP. So study your competition. How do they define their
brands? And just as importantly, how don’t they define their brands? Look for
characteristics that you can call your own.
2. Be Consistent with Branding
Chances to engage with potential customers are precious. If your brand strategy is
different on different channels, people won’t be able to decode what your brand is all
about.
Brand awareness requires consistent messaging. And crafting a consistent message
requires keeping your channels harmonized. That means your website, sure, but also
Instagram, Facebook, Twitter, email, and more.
3. Showcase Positivity in Your Brand Strategy

4. Have an “Our Story” Page

5. Use Your Name, Logo, and URL to Strengthen Brand Identity

6. Know Your Audience

13 Ways to Build Brand Awareness
Now that you’re familiar with what brand awareness is and why you can benefit from it, it’s
time we taught you how to improve it! Here are 13 different ways you can build brand
awareness:
 Boost Your SEO Efforts With Valuable Content
 Guest Blogging
 Create High-Quality, Shareable Infographics
 Have an Active Social Media Presence
 Start a Referral Program
 Do Giveaways
 Launch a Podcast
 Use the Power of Video
 Utilize Online Advertising
 Reach Out to Influencers
 Controversy
 Have a Unique and Entertaining Brand Voice
 Sponsor Events
Brand knowledge definition: brand knowledge refers to a consumer's
understanding and recall of a brand and its products. Brand knowledge is
typically concerned with the consumer's ability to remember, say, or
associate a brand with the correct: Brand story. Brand values.

A strong brand requires a strong brand identity, brand image,

brand culture, and brand personality. Implementing a
successful brand strategy that develops all four of these
components increases brand trust, loyalty, and awareness.