Brand Awareness


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Related to Brand Awareness: Brand equity

Brand Awareness

The ability for a potential consumer to differentiate a brand name from other, similar products. For example, in the American South, carbonated soda pop is usually called Coke (referring to Coca-Cola), regardless of brand or flavor. This is an example of brand awareness because it shows the extent to which many Southerners automatically think of Coca-Cola when they think of soda pop. Building brand awareness is an important component of marketing, especially when products have very few aspects to distinguish themselves in terms of quality.
References in periodicals archive ?
For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement.
It is extremely difficult to get brand awareness above 50% among the general population," Tabs Group president Kurt Jetta says.
Maintain consumer attitudes toward the Hallmark brand by improving on brand awareness survey scores from the previous year.
But most importantly, Helix and Helix XTra continue to maintain the highest unaided brand awareness and familiarity in their category.