Literature Review on Brand Awareness - 1351 Words

LITERATURE REVIEW Definition of Brand Awareness The likelihood that consumers recognize the existence and availability of a company s product or service. Creating brand awareness is one of the key steps in promoting a product Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product s introduction. Brand awareness is the extent to which the consumer associates the brand with the product he desires to buy. It is the brand recall and the brand recognition†¦show more content†¦According to Keller (2003) stated that Brand awareness can be referred to as the ability of a consumer to distinguish a brand under various conditions. Keller (2003) also noted that brand awareness is built and increased by familiarity with the brand as a result of repeated vulnerability which eventually leads to consumers experi ence with the brand. Consumer’s experience of a particular brand could either be by hearing, seeing, or thinking 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 three levels of brand awareness: * Brand recognition: It is the ability of consumers to identify a certain brand amongst other i.e. â€Å"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 aShow MoreRelatedMarketing through Social Media1363 Words   |  5 PagesIntroduction This review of the literature will critically compare and contrast the increasing pieces of contemporary writing that aim to explore the ever-changing relationship between consumers and brands, and more specifically how Social media has changed this relationship and what this means for companies trying to improve their brand awareness, which is defined by Keller (2009) as â€Å"the strength of the brand†¦in memory as reflected by consumers’ ability to recall or recognize the brand under differentRead MoreTried And Tested:. 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