What Is Brand Awareness?

Brand awareness is also called "brand awareness." The brand's impression in consumer memory. It is the ability of consumers to identify brands in different situations, including brand recognition and brand recall. Brand awareness refers to the consumer's ability to respond to and recognize the brand when it is mentioned. Brand recall refers to the ability of consumers to actively mention the brand when referring to the product category to which the brand belongs. The stronger the brand awareness, the more consumers will think of the brand when buying products, and the more likely they will eventually buy the brand. At the same time, brand awareness also affects the formation and strength of brand associations and brand images. People's perceptions and cognitions of the important role and important position that brands play in business management, and their recognition of brand values. ^[1]

Brand awareness

Brand awareness is also called "brand awareness." The brand's impression in consumer memory. It is the ability of consumers to identify brands in different situations, including brand recognition and brand recall. Brand awareness refers to the consumer's ability to respond to and recognize the brand when it is mentioned. Brand recall refers to the ability of consumers to actively mention the brand when referring to the product category to which the brand belongs. The stronger the brand awareness, the more consumers will think of the brand when buying products, and the more likely they will eventually buy the brand. At the same time, brand awareness also affects the formation and strength of brand associations and brand images. People's perceptions and cognitions of the important role and important position that brands play in business management, and their recognition of brand values. ^[1]

The so-called brand awareness refers to a company's basic concept of brand and brand building. It is a comprehensive reflection of a company's brand values, brand resources, brand equity, brand competition, brand development, brand strategy, and brand building. . Lynn Ap believes that when a company knows very clearly "the influence of his company, his products and services on the market, among consumers, and the awareness of this influence , Loyalty and association, and was able to take appropriate strategies to integrate the brand into the life processes of consumers and potential consumers, "he also cultivated his brand awareness in a certain sense.

In the modern economy, brand is an important source of strategic assets and core competitiveness. Brand awareness is a company's basic concept of brand and brand building, and it is the company's awareness of maintaining its products and creating brand names. Brand awareness provides a solid rational foundation for enterprises to formulate a brand strategy and forge a strong brand, and it has become a strategic awareness for leading enterprises to win in a modern competitive economy.

Brand consciousness is the core concept of the book "Brand, You Can't Escape", which is used to explain that a brand is not just a name that indicates the ownership of a company. It is actually a kind of consciousness, Real matter exists.

Consciousness is a material existence. Once a brand enters a person's brain and becomes a memory, the brand will also exist in the brain in a material form, thus forming a brand awareness. Brand awareness is the overall impression formed by the owner and the brand, and represents the brand.

Brand awareness is the outermost and most intuitive overall performance of all structural components of the brand. Because the brand becomes a human memory, it has the characteristics of consciousness, so human behavior will be affected or even controlled by the brand consciousness, and eventually lead to the purchase of the brand.

"Rejoice", when our head flashed the brand of Procter & Gamble, in fact, we first felt the "rejoice" brand awareness.

Demand is only the driving force for consumers to purchase categories, not the direct driving force for brand purchase. That is to say, the driving force for consumers to purchase Rejoice is not directly derived from demand, but directly from consumers' brain consciousness. "The consequences of this brand awareness.

There are as many brand consciousnesses as there are brands, and as many people as they know about a brand, as many brand consciousnesses are formed. For example, if 1 billion people across China know "rejoice", then there will be 1 billion brand awareness about "rejoice" in the Chinese market.

Once the brand awareness is formed, it means that the company has successfully built a deterministic brand wall in the consumer's brain. There are 1 billion people in China who know "rejoice", so P & G has built 1 billion definitive brand walls belonging to "rejoice" in the market.

If the "rejoice" brand awareness can become a social and good common sense that is beneficial to brand production, then the consumption of the "rejoice" brand will form a trend and become popular.

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