Brand awareness refers to the extent to that customers are able to recall or recognize a

brand. Brand awareness may be a key thought in consumer behavior, advertising

management, brand management and strategy development. The consumer's ability to
recognise or recall a brand is central to buying decision-making. Purchasing cannot proceed
unless a shopper is 1st conscious of a product category and a brand inside that category.
Awareness doesn't essentially mean that the buyer should be ready to recall a
selected name, however he or she should be ready to recall sufficient distinguishing
options for the purchase to proceed. For example, if a shopper asks her friend to shop
for her some gum in a "blue pack", the friend would know which gum to buy, but neither the
friend nor the girl herself would recall the brand at that time.

Different types of brand awareness are brand recall and brand recognition. Key researchers
argue that these differing kinds of awareness operate in essentially alternative
ways which this has vital implications for the acquisition call method and
for selling communications. Brand awareness is closely associated
with ideas like the elicited set and thought set that describe specific aspects of the
consumer's purchase call. Customers square measure believed to carry between 3 and
7 brands in their thought set across a broad vary of
product classes. Customers can ordinarily purchase one in every of the highest 3 brands in
their thought set.

Brand awareness may be a key indicator of a brand's competitive market performance.

Given the importance of brand awareness in shopper buying choices, marketers have
developed variety of metrics designed to live brand awareness and alternative measures of
name health. These metrics together are called Awareness, Attitudes and Usage (AAU)
metrics.

To ensure a product or brand's market success, awareness levels should be managed

across the whole product life-cycle - from product launch
through market decline. Several marketers frequently monitor brand awareness levels, and if
they fall below a preset threshold, the advertising and promotional effort
is intense till awareness returns to the specified level.
Brand awareness is related to the functions of brand identities in consumers’ memory and
can be measured by how well the consumers can identify the brand under various
conditions.

Brand awareness is one in every of major brand assets that adds price to the merchandise, service
or company. Investments in building brand awareness can lead to sustainable competitive
advantages, thus, leading to long-term value.

Types of brand awareness

Marketers generally establish 2 distinct forms of complete awareness; particularly brand recall
(also called unaided recall or sometimes spontaneous recall) and brand recognition
(also called assisted complete recall). These forms of awareness operate in entirely alternative
ways with vital implications for selling strategy and advertising.

Brand recall
Brand recall is additionally called unaided recall or spontaneous recall and refers to the
flexibility of the customers to properly elicit a name from memory once prompted by a
product class. Brand recall indicates a comparatively sturdy link between a category and
a brand whereas brand recognition indicates a weaker link. Once prompted by a product brand,
most customers will solely recall a comparatively tiny set of brands, generally around 3–
5 brand names. In shopper tests, few customers will recall quite seven brand names inside a
given class and for low-interest product classes, most customers will solely recall one
or 2 brand names.

Research suggests that the quantity of brands that buyers will recall is littered
with each individual and merchandise factor including; brand loyalty, awareness set size,
situational, usage factors and education level. For example, customers who are involved with a
category, like serious users or product enthusiasts, is also ready to recall a rather larger set of
name names than people who less involved.

Brand recognition

Brand recognition is additionally called aided recall and refers to the flexibility of
the customers to properly differentiate the brand once they get contact with it.
This doesn't essentially need that the customers establish the name. Instead, it implies
that customers will recognise the brand once conferred with it at the location or once viewing its
visual packaging. In distinction to brand recall, wherever few customers square measure ready
to ad libitum recall brand names inside a given class, once prompted with a name, a
bigger variety of customers square measure generally ready to recognise it.
Top-of-mind awareness

Consumers can ordinarily purchase one in every of the highest 3 brands in their thought set. This
is often called top-of-mind awareness. Consequently, one in every of the goals for
many selling communications is to extend the chance that buyers can embody the brand in
their thought sets.

By definition, top-of-mind awareness is "the 1st complete that involves mind once a client is
asked an spontaneous question a few class." Once discussing top-of-mind awareness among
larger teams of customers (as opposition one consumer), it's additional usually outlined because
the "most remembered" or "most recalled" brand name(s).
A brand that enjoys top-of-mind awareness can usually be thought of as a
real purchase possibility, as long as the buyer is favourably disposed to the name. Top-of-mind
awareness has relevancy once customers create a fast selection between competitive brands in
low-involvement classes or for impulse sort purchases.