Brand Consciousness Case Study

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Bullet Three: Brand Consciousness
Brand Consciousness is awareness of a brand as a distinct product separate from others and the preference of this product over others. It is about upholding an image and perception. This consciousness can be either intrinsically driven or extrinsically driven. Intrinsically is when the consumer forms a need for a product in order to feels worthy, or to satisfy a need to be part the reputation or the lifestyle that a brand advertises. Extrinsically is when the pressure or the input from the outside to be part of a brand in order to fit in sparks the consciousness, or that the brand will satisfy a need, as it was seen to be doing this for peers. (Simha, 2012)
Consumers ultimately want to support companies with …show more content…

I have noted that I am immediately conscious of the brand of food if it is not purchased at Woolworths, and questions the quality of the product. This consciousness originally came from my mom buying food for our home, which was only Woolworths brand, but Woolworths also supports my vegan lifestyle, and shopping there makes planning my meals much easier. I need to monitor my consciousness towards others food brands, as products from outside of Woolworths are not necessarily of a lower grade, but because it has a brand name, it is [perceived as the better of the choices.
By me noticing the brand consciousness of other people also makes me brand conscious. I notice how another is dressed and if I identify a certain brand to which I am also drawn, such as Forever New, I assume that we share the same consciousness.
I am however not brand conscious when it comes to technological devices. I try and keep my dependence on technology at a minimum. This is because I notice how technology is keeping people from communicating personally and are moving more towards technological connection, which I disagree with. As long as my devices, such as a laptop or my smart phone, work properly and enable me to use basic operations, I do not mind what brand the devices is.
Brand consciousness is harmless as long as the line between using it just as a luxury and becoming earthly orientated is

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