Report on Lux
Brand awareness From Wikipedia, the free encyclopedia Jump to: navigation, search Brand awareness is a marketing concept that measures consumers’ knowledge of a brand’s existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand. Contents | |[hide] | |1 Measurement driven conceptualization | |2 Research on metrics | |3 Stability of responses | |4 References | [pic][edit] Measurement driven conceptualization
Brand awareness, In general, means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively.
Creation of brand awareness is the primary goal of advertising at the beginning of any product’s life cycle in target markets. In fact, brand awareness has influence on buying behaviour of a buyer. All of these calculations are, at best, approximations. A more complete understanding of the brand can occur if multiple measures are used.
A brand equity is the positive effect of the brand on the difference between the prices that the consumer accepts to pay when the brand known compared to the value of the benefit received. There are two schools of thought regarding the existence of negative brand equity.
One perspective states brand equity cannot be negative, hypothesizing only positive brand equity is created by marketing activities such as advertising, PR, and promotion.
A second perspective is that negative equity can exist, due to catastrophic events to the brand, such as a wide product recall or continued negative press attention (Blackwater or Halliburton, for example). Colloquially, the term “negative brand equity” may be used to describe a product or service where a brand has a negligible effect on a product level when compared to a no-name or private label product. The brand-related negative intangible assets are called “brand liability”, compared with “brand equity” [11].
Family branding vs. individual branding strategies The greater a company’s brand equity, the greater the probability that the company will use a family branding strategy rather than an individual branding strategy.
This is because family branding allows them to leverage the equity accumulated in the core brand. Aspects of brand equity includes: brand loyalty, awareness, association, and perception of quality. Brand awareness can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand.
However, in common market research practice a variety of recognition and recall measures of brand awareness are employed all of which test the brand name’s association to a product category cue, this came about because most market research in the 20th Century was conducted by post or telephone, actually showing the brand to consumers usually required more expensive face-to-face interviews (until web-based interviews became possible). This has led many textbooks to conceptualise brand awareness simply as its measures, that is, knowledge that the brand is a member of a particular product category, e. .
soft-drinks. Examples of such measures include: • Brand recognition – Either the brand name or both the brand name and category name are presented to respondents. • Brand recall – the product category name is given to respondents who are asked to recall as many brands as possible that are members of the category. • Top of mind awareness – as above, but only the first brand recalled is recorded (also known as spontaneous brand recall). [edit] Research on metrics There has been discussion in industry and practice about the meaning and value of various brand awareness metrics.
Recently, an empirical study appeared to put this debate to rest by suggesting that all awareness metrics were systematically related, simply reflecting their difficulty, in the same way that certain questions are more difficult in academic exams [1]. Brand recall Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires “unaided recall”. For example a respondent may be asked to recall the names of any cars he may know, or any whisky brands he may know.
Some researchers divide recall into both “unaided” and “aided” recall. “Aided recall” measures the extent to which a brand name is remembered when the actual brand name is prompted.
An example of such a question is “Do you know of the “Honda” brand? ” In terms of brand exposure, companies want to look for high levels of unaided recall in relation to their competitors. The first recalled brand name (often called “top of mind”) has a distinct competitive advantage in brand space, as it has the first chance of evaluation for purchase.
Brand Recognition Brand Recognition is the extent to which a brand is recognized for stated brand attributes or communications In some cases brand recognition is defined as aided recall – and as a subset of brand recall. In the case, brand recognition is the extent to which a brand name is recognized when prompted with the actual name. A broader view of brand recognition is the extent to which a brand is recognized within a product class for certain attributes. Logo and tagline testing can be seen as a form of brand recognition testing.
For example, if a product name can be associated with a certain tagline, logo or attribute (safety and Volvo; “Just do it” – Nike) a certain level of brand recognition is present. [edit] Stability of responses While brand awareness scores tend to be quite stable at aggregate (level) level, individual consumers show considerable propensity to change their responses to recall based brand awareness measures. For top of mind recall measures, consumers give the same answer in two interviews typically only 50% the time [2]. Similar low levels of consistency in response have been recorded for other cues to elicit brand name responses [3]
