Essay On Brand Awareness

1242 Words3 Pages
bulb-icon

Recommended: How businesses promote themselves with social media

2.3.2 Brand Awareness
Brand awareness can be defined as raising the profile of a brand’s products and services to initiate a good reputation in the market (Gustafson & Chabot, 2007). If an organization has a successful brand awareness it means that the brand has reached its desired audiences effectively. Brand awareness is a significant concept to investigate in this study solely due to the fact that without raising the overall awareness of a brand, no communication and no transaction will occur (Percy, 1987).

Brand awareness can be reinforced through social media marketing initiatives in various ways, especially on Facebook, a platform that hosts over 1.8 billion users every day. At New College Stamford, one such way brand awareness is reinforced is through marketing and advertising initiatives on Facebook that are tailored towards certain target audiences to fulfill expectations, with one main goal. This is to reach the desired target audience and insinuate a level of awareness amongst consumers in regards to the brand and its services. Ultimately it is this brand awareness that will lead to profitable results and a multitude of opportunities for future growth, increasing college applications and encouraging pupils to enrol onto courses. Consumers can get connected with the …show more content…

They rekindle the interest of consumers to purchase a brand and create a positive attitude towards a brand. Brand associations provide consumers with a purchasing reason, since most brand associations are related to brand attributes, the target consumer market, and the benefits that consumers need. It is these associations that form the foundation of brand loyalty and consumers’ purchasing decisions (Len, Cindy and Lynn, 2007). Consequently, brand associations are significant in adding value to the brand and generating a long-lasting impression on the

Show More
Related

  • Analysis Of Under Armour

    1192 Words  | 3 Pages

    Marketing and Brand Management Strategy – Showing the passion and pursuit of innovation to create strong global awareness of the brand.

    Read More

  • An Analysis of Social Media Marketing In Higher Education

    1754 Words  | 4 Pages

    The need for marketing in higher education has become increasingly relevant due a rise in competition among colleges and universities for students, faculty, staff and financial support (Harrison-Walker 2009). Harrison-Walker (2009) attributes this trend to the decrease in first generation college students, forcing institutions to become more competitive in the buyer’s market (103). The rise of social media has brought about a fundamental shift in marketing. Social media has the power extend a brand campaign by raising awareness in a nearly unlimited and unrestricted domain (2009). Marketing through soci...

    Read More

  • Tesla Article Analysis

    834 Words  | 2 Pages

    The raised in the article problems also concern the strategies of the company's in terms of promoting the brand and products. Not considering the market research tends to result in the negative outcomes for the company, in particular in the loss of clients and business position. Besides, the brand always needs promotion to win the consumers and the markets.

    Read More

  • Marketing Major Essay

    1396 Words  | 3 Pages

    Intro Deciding what you want to study during your college career can be a difficult and tedious task. This is due to fact that many young adults coming out of high school are unsure of what they want to do or what path to take career wise. It is also tedious because this requires that these individuals have to constantly try and explore new avenues so that they can find their passion in life. The path I chose to take when coming out of high school was entering the business school at Howard University.

    Read More

  • Media Impact On Social Media

    1001 Words  | 3 Pages

    The use of social media substantially helps gather all types of fans of a brand or company together and allows them to interact and cooperate with one another, create an identity and communicate their interest for this specific brand or set of products. Take for example Kraft Foods campaign for the one hundredth anniversary for Oreo cookies. “Kraft launched the campaign because of its concern that Oreo did not "own top of mind awareness for men and women age 18-24" (Mitchell). What Kraft did was establish the primary target audience, and implemented a strategy to increase the traffic to their Facebook page. “The results of the year-long Oreo campaign were 231 million media impressions and almost a 200% increase on its Facebook page” (Mitchell). With Kraft’s marketing planned accordingly, it created word-of-mouth awareness,...

    Read More

  • Function of a Brand Exploratory

    1121 Words  | 3 Pages

    A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory aspect of auditing under the customer-based brand equity (CBBE) model.

    Read More

  • Impact Of Brand Image On Consumer Behaviour

    2117 Words  | 5 Pages

    Brand attitudes: it’s the consumer evaluation of brand .Keller (1993)another important impact distinctive Between 11 dimensions: product attributes, intangibles, customer benefits, price, use/ application, user, product class, celebrity, country of origin, competitors, and life style. Aaker’s and Keller’s show many topologies like price, user imagery, usage imagery, and product attributes I will identify some weakness , but it should be considered that how it’s possible to trap the content of consumer knowledge. Aaker (1991). "Sum of the total brand impression is called brand image (Herzog 1973), anything that is associated with brand (Newman 1957), and "the perception of the product" (Runyon and Stewart

    Read More

  • Brand Equity Model Of Adidas

    1462 Words  | 3 Pages

    Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.

    Read More

  • Luxury Brand Essay

    726 Words  | 2 Pages

    Brand equity is crucial as it implies that the brand itself is an important (financial) asset and can be calculated in financial terms (Barwise, 1993). This is particularly important in the luxury sector as from a behavioural viewpoint, brand equity can differentiate a company or product from other competitors, adding to their competitive advantages based on non-profit competition (Aaker, 2004). The model created by Aaker (1992) states that there are four categories of brand equity; Loyalty, Awareness, Perceived Quality and Associations. Luxury branding relies on a high level of perceived quality, loyalty and associations, although potentially less so for awareness, as it is thought that consumers choose luxury brands based on their exclusivity and as such the more the awareness that surrounds the brand, there is potential for it to become less valuable (Phau and Prendergast,

    Read More

  • Marketing Analysis Of Starbucks

    826 Words  | 2 Pages

    Brand image is about how consumers perceive a product and the ability for the customers to be loyal to the brand irrespective of the threats from its competitors. Starbucks prides itself as the best coffee produce, and most consumers have been heard admitting that the company produces coffee that is quality and that makes users sometimes to consume even when they had not budgeted for it. Cleanliness seems to be another strategy that Starbucks uses to promote the image of its brands because customers can trust their products and knows that the company is keen enough in cleaning its environments and the utensils used for the preparation of coffee and other brands. Brand image is critical for measuring brand equity, and it is from this point of view that the company comes up with marketing and operational strategies to make it successful (Keller & Lehmann, 2006). Brand resonance is another important technique that should not be avoided because of its impact towards the study. The attachment that a consumer has to a product will help discover the relationship between a customer and a product. Identifying oneself with a product is only possible if the product is

    Read More

  • Brand Identification In A Social Identity Theory

    807 Words  | 2 Pages

    Brand identification as the psychological connection donating individual, oneness with the brand and experiencing the brand success and failures as their own. The concept of using identification in a social identity theory (Ashforth & Mael 1989) of social justified theory where deification with brand has happen without a required need to interact or a formal ties with a brand or services. Brand identification is supposed to be one of the main sources of relationship development element, between the brand and consumer, as identification with a brand set consumer in to a long-lasting relationship with the brand (Bhattacharya, & Sen 2003). Based on the theory of social identification (Bhattacharya, Rao & Glynn 1995; Stets, & Burke 2000), and

    Read More

  • Relationship Between Advertising and Sales Promotion

    1171 Words  | 3 Pages

    This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.

    Read More

  • Essay On Branding

    761 Words  | 2 Pages

    Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.

    Read More

  • Brand Exploratory

    1334 Words  | 3 Pages

    A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.

    Read More

  • The Influence Of Branding On Consumer Behavior

    949 Words  | 2 Pages

    From the study it is clear that people often purchase branded products since they are aware of the brand performance or perhaps they have a good past experience about the brands. This makes customer’s become loyal with the specific brand.

    Read More

More about Essay On Brand Awareness

Open Document