Brand awareness is necessary for the building of a strong brand (Buil et al., 2013) as it provides the brand with the strength that it deserves. Brand awareness provides the brand with the ability to be differentiated from other brands and competitors and leads to what appears to customers as a brand choice (Valavi, 2014). Balaji (2011). This happens when the strength of brand relationships is influenced by brand awareness in a customer’s mind. One of the most important reasons behind the importance is that it allows the customer to include the brand in their consideration set and provides the customer with an adequate reason to do so. According to Aaker (1991), brand awareness is what gives the customer reason to have the brand in their consideration set.
Improved Competition - Brand Awareness
Brand awareness has been prevalent in marketing education for a long time and thus, has been examined in the behavior studies of customers as well. (Hsu et al., 2011; Huang & Cai, 2015; Bianchi & Pike, 2010). As seen in most models of the behavior of customers, it was argued that brand awareness not only serves as a necessary step while choosing the brand, but it also served as the first and primary step towards choosing a brand. In fact, brand awareness is widely known as one of the central elements when it comes to discussing brand equity. (Azad et al., 2013). Brand awareness employs a crucial role in improving competition between brands and serves as a success factor as well. (Jakeli & Tchumburidze, 2012).
Components Of Brand Awareness
As per Keller (1993), we can understand brand awareness by understanding its two main components: recognition and recall. Therefore, in practicality, we can understand brand awareness as the ability of customers to recall or recognize a particular brand when they are considering numerous options while making a purchase. It is brand awareness that allows the customer to remember a brand when they are contemplating different brands under a product’s category section. Mishra and Mishra (2014) stated that brand awareness refers to the strength that a brand possesses in the customer’s mind, which allows the customer to recall and recognize it from time to time.
Effect On Attitude - Awareness Via Tactical Strategies
Accordingly, brand awareness also has an effect on the attitudes of the customers when it comes to brand loyalty. Moreover, as per Keller (1998), the breadth of brand awareness expresses the range of motives for purchase, in which the name of the brand may come to the consumer’s mind. Normally, as per Aaker (1996), we refer to brand awareness as the ability to quickly recall and remember a certain brand without any external hint or signal. Therefore, we can deduce that brand awareness serves as a crucial component in the development of the image of a brand.
Existing Memory Via Purchasing Decision
Brand awareness employs a pivotal role in ingraining the brand in the mind of the customer since customers tend to use existing memory, awareness, and knowledge for making purchase decisions and brand awareness helps in this regard as customers would have the know-how of a brand to buy its product or service. Therefore, we can relate brand awareness to brand loyalty. when it comes to making purchase decisions. Subsequently, the extent and degree of brand loyalty may strengthen as the knowledge of the brand and awareness of the brand will increase purchase decisions, as per Keller (2003), marketers can aim to create and establish brand awareness in the long term by repetitive publicity and constant advertising.
In conclusion, it may be concluded that any newly established brand requires brand awareness. When it sets into the different mindset, into the knowledge of the consumers then it refers to the repetition of the purchase. The same additional tip is that if any you are having business in any of the regions just note to use Free and Best VPN Service providers for accessing the particular region.
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