Essay On Brand Awareness

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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

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