BRAND KNOWLEDGE

Brand knowIedge can be

expressed as a sum of brand
awareness and brand image.
Brand Knowledge
is a function of awareness, which reIates
to consumers' abiIity to recognize or
recaII the brand, and image, which
consists of consumers' perceptions and
of associations for the brand."
Keller 1998
Brand Association Brand Association
the Iink to favorabIe images, ceIebrities,
geographic regions etc.
white diamonds - Iiz tayIor
BMW Z3 - 007
roots hats - oIympics
fubu - urban trend / hip hop
right guard - Sir CharIes
Ru PauI - MAC Cosmetics
SeinfeId - AMEX
BRAND AWARENESS
%he Strongest Brands are
managed not for generaI
awareness , but for Strategic
Awareness.
BRAND AWARENESS
Brand Awareness refers to the strength of a
brand's presence in the consumer's mind.
Awareness is measured according to the
different ways in which consumers remember a
brand ranging from recognition ( have you been
exposed to this brand before ? ) to recaII ( what
brands of this product cIass can you recaII ?).
BRAND AWARENESS
Brand awareness 8 the probabty that con8:2er8 are fa2ar
abo:t the fe and avaabty of the prod:ct.
t 8 the degree to whch con8:2er8 prec8ey a88ocate the
brand wth the 8pecfc prod:ct.
t 8 2ea8:red a8 rato of nche 2arket that ha8 for2er
knowedge of brand.
Brand awarene88 nc:de8 both -rand recognition a8 we a8
-rand recall.
Brand recognton
Brand recognition is the abiIity of
consumer to recognize prior knowIedge of
brand when they are asked questions
about that brand or when they are shown
that specific brand, i.e., the consumers
can cIearIy differentiate the brand as
having being earIier noticed or heard.
Brand Reca
Brand recaII is the potentiaI of customer to
recover a brand from his memory when given
the product cIass/category, needs satisfied by
that category or buying scenario as a signaI.
In other words, it refers that consumers shouId
correctIy recover brand from the memory when
given a cIue or he can recaII the specific brand
when the product category is mentioned.
BRAND AWARENESS
Brand awareness is improved to the
extent to which brand names are seIected
that is simpIe and easy to pronounce or
speII; known and expressive; and unique
as weII as distinct.
For instance - Coca CoIa is known as
Coke.
REATNG AWARENESS
on8:2er8 are bo2barded everyday by 2ore and 2ore
2arketng 2e88age8 , the chaenge of e8tab8hng reca and
recognton and dong 8o econo2cay 8 con8derabe .
1. reate heathy awarene88 eve8 , a broad 8ae8 ba8e 8
:8:ay an enor2o:8 a88et. Ex: Genera Eectrc , Hewett-
Packard , Honda have an advantage when t co2e8 to b:dng
pre8ence and awarene88.
2. The fr28 that beco2e 8ked at operatng o:t8de the nor2a
2eda channe8 by :8ng event pro2oton8 , 8pon8or8hp ,
p:bcty , 8a2png and other attenton gettng approache8
w be 2o8t 8:cce88f: n b:dng brand awarene88.
Two type8 of brand awarene88
%here are two types of brand awareness
Aided awareness- %his means that on
mentioning the product category, the customers
recognize your brand from the Iists of brands
shown.
%op of mind awareness (Immediate brand recaII)-
%his means that on mentioning the product
category, the first brand that customer recaIIs
from his mind is your brand.
BRAND AWARENESS
%he reIative importance of brand recaII and
recognition wiII reIy on the degree to which
consumers make product-reIated decisions with
the brand present or not.
For instance - In a store, brand recognition is more
cruciaI as the brand wiII be physicaIIy present.
In a scenario where brands are not physicaIIy
present, brand recaII is more significant (as in
case of services and onIine brands).
B:dng brand awarene88 8 e88enta for
b:dng brand eq:ty
It incIudes use of various renowned channeIs of promotion
such as advertising, word of mouth pubIicity, sociaI media
Iike bIogs, sponsorships, Iaunching events, etc.
%o create brand awareness, it is important to create reIiabIe
brand image, sIogans and tagIines.
%he brand message to be communicated shouId aIso be
consistent. Strong brand awareness Ieads to high saIes and
high market share.
Brand awareness can be regarded as a means through
which consumers become acquainted and famiIiar with a
brand and recognize that brand.