Definition:
Brand awareness, allows quantifying the level of knowledge and awareness of the existence of a consumer brand that users have. At the brand level, it refers to the proportion of consumers who know of the existence of the brand.
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The stages of brand awareness
For a user to have know about a brand can go through different processes. These processes are divided into three which are:
- Spontaneously:they are usually “lifelong” brands whose name we associate with products of habitual use.
- Remember without help:the brand is known but not as well as the ones we mentioned before and we need some time to remember it.
- Recognition with help:they are little known brands or whose products are not bought on a regular basis. We need external help, whether it is the internet or another person, to help us remember the brand and thus be able to decide the purchase with greater responsibility.
Brand awareness online
At this point it is very important the knowledge we have of the brand at a digital level since it is what will decide that we buy your products through your website or not. In this case, know the average delivery time of your products, shipping costs, security in the refund … They are knowledge about the brand decisive when deciding whether to buy there or not.
A good example would be the Amazon marketplace. Most online shoppers have good impressions of this company thanks to the ease with which they accept returns, good delivery time, among others.
Frequently asked questions about Brand Awareness
What is Brand Awareness?
Brand Awareness is the degree to which an audience recognizes, remembers or identifies a brand within a category. It can be measured by assisted recognition, spontaneous recall, brand searches, mentions and perceived familiarity.
What is Brand Awareness used for?
It is used to increase trust, make choice easier, improve campaign response and reduce friction in conversion. In SEO it can reinforce CTR, navigational searches and the authority perceived by users.
What is the difference between Brand Awareness and reputation?
Brand Awareness indicates whether the audience knows or remembers the brand. Reputation reflects what opinion they have about it. A brand can be very well known and, even so, have a positive or negative perception.
How can Brand Awareness be improved?
It can be improved with message consistency, presence in relevant channels, useful content, reach campaigns, public relations, collaborations and memorable experiences. The key is to repeat coherent signals before the right audience.