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Brand Awareness
Brand Awareness
Brand awareness is the recognition of a specific brand
name or logo, along with the traits associated with
that brand. It is difficult to benefit from having a
brand unless consumers are aware of the brand and the
traits associated with it.
What Is A Brand?
A Brand helps position a product in the marketplace.
Brands are often linked to things that are key motivators
when a consumer is considering a purchase. In other
words, a brand may be what makes a consumer purchase
one product rather than another. A strong brand will
convey the values you want associated with your product
or service.
Brand Preference
Brand preference is when preference is given to one
brand over competing brands, or to a recognized brand
over unfamiliar brands. Brand reputation often influences
consumer choice. Buyers often prefer one brand over
another because they admire the traits associated with
the preferred brand.
Brand Equity
Brand equity is the value associated with the brand.
It is often difficult to assess the value of brand,
because much of a brand's equity is the goodwill established
with or perceived by consumers.
Brand Recall
Brand recall simply refers to the ability to recall
specific details associated with a particular brand.
Part of building a successful brand is being able to
have consumers recall the traits associated with your
brand. The easiest way to have a brand recognized and
recalled is from repetition. This is why advertisers
will so often repeat certain phrases associated with
a specific brand over and over.
Quality Guarantee
A successful and well-known brand will often reassure
the buyer with an implied quality level. A perceived
level of quality is typically associated with a brand.
Take the company LL Bean for example -- LL Bean is known
for their impeccable customer service and a great returns
program. There is a perception that if someone purchases
something from LL Bean, not only will it be of high
quality, but any issues or problems that arise after
the purchase will be dealt with quickly and without
problem.
Dynamic Branding
Branding is dynamic and constantly changing. Every interaction
that a customer has with a brand can impact their opinion
of that brand. As a result, it is important that such
interactions be consistently positive, as this will
help build a long-term customer relationship.
Brand Extension
Brand extension is the act of taking an existing and
established brand and lending it to a new product. Brand
extension is beneficial, but can also be dangerous.
Extending a strong brand to new product lends that new
product an automatic level of credibility... but if
the new product is inferior or not up to the customer's
expectations, the brand's reputation can be damaged.
Branding helps differentiate products.
Learn how to use branding to establish your product
in a niche.
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds
and podcasts. In addition Sharon manages marketing for
RecordForAll http://www.recordforall.com
audio recording and editing software.
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