|
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 the target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.〔http://www.businessdictionary.com/definition/brand-awareness.html〕 Brand awareness is related to the functions of brand identities in consumers’ memory and can be reflected by how well the consumers can identify the brand under various conditions. Brand awareness includes brand recognition and brand recall performance. Brand recognition refers to the ability of the consumers to correctly differentiate the brand they previously have been exposed to. This does not necessarily require that the consumers identify the brand name. Instead, it often means that consumers can respond to a certain brand after viewing its visual packaging images. Brand recall refers to the ability of the consumers to correctly generate and retrieve the brand in their memory.〔 A brand name that is well known to the great majority of households is also called a household name. == Importance == "Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the Hierarchy of Effects, an assumption that customers progress through sequential stages from lack of awareness, through initial purchase of a product, to brand loyalty." In total, these AAU metrics allow companies to track trends in Customer knowledge and attitudes.〔Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). ''Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.'' Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0137058292. The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and constructs of classes of measures that appear in ''Marketing Metrics'' as part of its ongoing (Common Language in Marketing Project ).〕 Although the hierarchy of effects is considered as a one-way linear relationship, these three stages are not “clear-cut”. The causal link might be reversed. The usage could cause the awareness while the attitudes can also influence the awareness. For example, one owned a Dell wireless mouse and had excellent using experience. Such experience might determine the one’s favorite brand attitude toward Dell.〔 Brand awareness plays a major role in a consumer’s buying decision-making process. During this process, the category need is stimulated first. For example, you need to do food shopping. You will only write down the food categories, like chocolate, instead of brand names on your list. You will scan the packages of chocolate on the shelf and recognize different brands. Such recognition might be based on the knowledge of an acquaintance or friend having used the product in the past or constant advertisement. In this situation, brand awareness does not require brand recall because brand awareness may occur along with brand recognition. However, in other situations, brand recall is required. For instance, you are in a hurry and want to grab a bite at a fast-food restaurant. It is not possible for you to drive around and make a decision. You need to retrieve different fast-food brands in your memory, choose one and go there directly. In this situation, constant advertisement is important in consumers’ memory retrieval because the consumers are willing to go to the first brand that can be recalled.〔 The eventual goal of most businesses is to make profits and increase sales. Businesses intend to increase their consumer pool and encourage repeat purchases. Apple is a brilliant example of how there is a very high recognition of the brand logo and high anticipation of a new product being released by the company. An iPod is the first thing that pops into our minds when we think of purchasing an mp3 player. iPod is used as a replaceable noun to describe 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 differentiated from similar products and other competitors. Brand building also helps in improving brand loyalty. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Brand awareness」の詳細全文を読む スポンサード リンク
|