Literature Review on Brand Awareness

exposition of print cognizance The likelihood that consumersrecognize the existence and avail qualification of a companys intersection or service. Creating reproach ken is one of thekey steps in promoting a product Brand Aw arnessis the extent to which a ratis accept by potentialclients, and is correctly associated with a particularproduct. denotative commonly as a percentage oftarget food market, station cognizance is the primary goal ofadvertisingin the early months or days of aproducts introduction.Brand sentiency is the extent to which the consumer associates the provoker with the product he desires to buy. It is the crisscross disavow and the stake deferred payment of the company to the consumers. Brand recall is the ability of the consumer to recollect the send with reference to the product where as trade name recognition is the potential of the consumer to retrieve the past association of the scar when enquired about the betray or shown an image of the betraylogo.Brand cognizance is an essential part ofbrand developmentwhich helps the brand to stand out from the others in this monopolistically competitive market Importance Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the Hierarchy of Effects, an surmisal that customers progress through sequential stages from lack of sensory faculty, through initial corrupt of a product, to brand loyalty. In total, these AAU metrics allow companies to track trends in customer knowledge and attitudes. 2 Brand awareness kneads a major map in a consumers buying decision process.The knowledge of an association or friend having used the product in the past or a high recognition of the product through constant advertisements and associations coaxes the individual to make his decision in the favour of the brand. The eventual goal of roughly businesses is to make profits and increase sales. Businesses intend to increase their consumer pool and advocate r epeat purchases. Apple is a brilliant example of how there is a very high recognition of the brand logo and high foresight of a new product being released by the company.An iPod is the first function that pops into our minds when we think of buying an mp3 player. iPod is used as a replaceable noun to run an mp3 player. Finally, high brand awareness about a product suggests that the brand is easily recognizable and accepted by the market in a way that the brand is narrowd from similar products and other competitors. Brand mental synthesis overly helps in improving brand loyalty Brand awareness isan important way ofpromoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors.Therefore, the product that maintains the highest brand awareness compared to its competitors volition usually get the around sales. In the study Effects of Brand Awareness on Choice for a Common Repeat Purchase-Pro duct prepared by Wayne D. Hoyer and Steven P. Brown, published by the University of Chicago Press in the journal ledger of Consumer Research Vol. 17,No. 2(sep. ,1990) gives an abstract that Results of a controlled experiment on the routine of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects.Subjects with no brand awareness tended to ingest more(prenominal) brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness. Thus, when quality differences exist among competing brands, consumers whitethorn pay a price for employing simple choice heuristics such as brand awareness in the interest of economizing time and effort. However, building brand awareness is a viable strategy for advertising aimed at increasing brand-choice probabilities.In their research ,Brand awareness is defined as a rudimentary level of brand knowledge involving,at the least, recognition of a brand name. Awareness represents lowest end of continuum of brand knowledge that ranges from simple recognition of the brand name to highly highly-developed cognitive structure based on detailed in regulateation. Recognition is interpreted here to be the process of perceiving a brand as antecedently encountered(Mandler 1980). Thus the distinction between awareness and recognition is a elusive one,former denting a state of knowledge possessed by the consumer and the latter a cognitive process resulting from awareness.According to Keller (2003) stated that Brand awareness can be referred to as the ability of a consumer to distinguish a brand downstairs various conditions. Keller (2003) in addition noted that brand awareness is built and increase by familiarity with the brand as a result of repeated picture which eventually leads to consumers experience with the brand. Consumers experience of a particular brand could either be by hearing, seeing, or thi nking about it and this will help the brand to stick in their memory.Brand awareness can be referred to as the degree of consumers familiarity with a brand. Aaker (1991) According to Aaker (1991 p. 62), there are 3 levels of brand awareness * Brand recognition It is the ability of consumers to identify a certain brand amongst other i. e. aided recall. Aided recall is a situation whereby a person is asked to identify a recognized brand name from a list of brands from the same product class. * Brand recall This is a situation whereby a consumer is expected to name a brand in a product class.It is also referred to as unassisted recall as they are not given any suggestion from the product class. * Top of mind This is referred to as the first brand that a consumer can recall amongst a given class of product. Many researchers cook seen brand awareness as an element that plays a vital role in consumers choice of brand. Aaker (1991) prescribed some of the following factors as ways to h it brand awareness * Involve a motto or jingle a slogan is a visible singularity of a brand. There can be a strong associate between a slogan and a brand.The slogan and jingle are powerful and can be a great change for a brand. * Be different and memorable as a result of the law of similarity between product and their content of communication, product differentiation is important. * Symbol picture a known symbol will make it easier to recall and get wind a visible illustration of the brand. A logo that is connected to an existing brand or a developed brand will play a vital role in developing and keeping brand awareness. * Publicity one of the most important ways to get publicity and create awareness is through advertisement. Event sponsorship sponsorship of event can also help to create and maintain awareness. * Consider brand extension one way to increase brand recall is to show the logo or name on the product and make the name popular. Example of this is coca-cola which is more publicized than the key product. * Using cue packaging is one of the most significant cues to a brand due to the fact that it is what the purchaser sees when purchasing a product. If the product or brand is not known, the only means of contact to the brand or product is the package. Hankinson and Cowking 1993), indicates in order to achieve the brand acceptance, the relationship between the customer and brand perception of customer to brand is needed. The customers psychological and physical needs and the brands symbolic values and functional attributes will be deliberate by the strong relationship between customers the brand Brand awareness is essential in buying decision-making as it is important that consumers recall the brand in the context of a given specific product category, awareness increasing the probability that the brand will be a process of the consideration set.Awareness also affects decisions about brands in the consideration set, even in the absence of any b rand associations in consumers minds. In low contact decision settings, a minimum level of brand awareness may be sufficient for the choice to be final. Awareness can also influence consumer decision making by affecting brand associations that form the brand image (Keller1998)