Brand awareness
Under brand awareness is meant a value obtained by the survey of target groups is determined. The value indicates what percentage of respondents could remember a certain brand in the tests .
It examines the conditions under which the test persons remember the brand and whether they were able to assign the brand to the correct product category when recognizing it.
Brand awareness is a prerequisite for the consumer to be able to assign an image to the brand and to link associations with it. In purchasing decision-making processes, brands that are already known are also preferred.
Consumers can develop trust and affection for a brand (see Brand Trust ). These affective components can be of great importance if the situation is low-involvement and the consumer does not have the interest or the ability to acquire specific product or brand knowledge. The knowledge of the brand meaning that is actually available in a language community can be examined using linguistic methods, whereby the focus is not on examining the knowledge of many individual consumers, but rather on the knowledge expressed in the use of language that captures brand awareness globally.
Depth of brand awareness
“Depth of brand awareness” is synonymous with the frequency with which a brand is recognized or remembered.
When it comes to the depth of brand awareness, a distinction is made between active, unsupported memory (brand recall ) and passive, supported recognition (brand recognition ).
Brand awareness scores are given on a scale that has these two extreme points: on the one hand, people who just have a vague idea that a particular brand exists; on the other, people who believe it is in there is no alternative to the respective brand in the respective product category.
Brand awareness breadth
Information on the breadth of brand awareness says something about the number of purchase and use situations in which a brand can play a role.
Consumer research
The Society for Consumer Research determines the most successful brands in Germany every year. This is determined according to the actual economic market success (share of market) and the popularity of the brand in the perception of consumers (share of soul). A brand ranking “best brands” has been published in Germany since 2004.
Individual evidence
- ^ Inga E. Kastens, Linguistic Brand Management. The language of brands - structure, implementation and potential impact of an action-oriented brand management approach , Münster 2008.
literature
- Esch, Franz-Rudolf (2008): Strategy and Technology of Brand Management, 5th edition, Verlag Vahlen, Munich.