Content
- What is brand awareness?
- Why increase brand awareness?
- Levels of brand awareness
- How to increase brand awareness?
- Why and how to measure brand awareness?
- What to do with the collected data?
What is brand awareness?
Brand awareness is the ability of potential customers to recognize a brand by various attributes such as logo, name, brand colors, and packaging design. For example, the checkmark logo belonging to Nike instantly evokes associations with the sportswear and footwear brand. Likewise, the brand "Sber" has achieved high recognition thanks to its unique green colors: customers immediately understand which bank they are in when they enter its branch.
Brand awareness is one of the key marketing tasks and an important indicator of a company's success in the market, as the ability of consumers to recall a brand directly affects sales. The higher the level of awareness, the greater the chances for the company to attract new customers and retain existing ones.
Why increase brand awareness?
Increasing brand awareness has several advantages:
- Competitiveness: In the market, consumers encounter many brands. Well-known brands have a better chance of being chosen than those that consumers have not heard of.
- Pricing policy: High awareness allows for setting higher prices for products, which in turn increases profitability.
- Customer loyalty: Well-known brands require less effort to attract a new audience, as consumers tend to trust brands they know.
- Advertising effectiveness: Awareness facilitates the perception of advertising messages since consumers are already familiar with the brand's products.
Levels of brand awareness
Brand awareness is divided into several levels:
1. Complete unfamiliarity
At this level, consumers are not familiar with the brand and have no idea about its offerings. This typically applies to new brands that are just entering the market.
2. Recognition with prompts
Consumers can recall the brand when they see related prompts, such as a logo or packaging. This level is characteristic of small brands or inexpensive products.
3. Spontaneous recognition
The buyer can recognize the brand without any prompts. For example, the association with a specific product arises without the need to see the logo. This is typical for large companies.
4. First brand
At this level, consumers associate an entire category of products with a specific brand. For instance, Xerox has become synonymous with copying technology, and Pampers with diapers.
How to increase brand awareness?
There are various methods to enhance awareness that should be utilized simultaneously:
- Advertising: Utilizing online ads, television, outdoor banners, radio, and media for quick impact.
- Social media promotion: Managing groups and posting quality content that is interesting and engages users.
- Referral programs: Promotions where users can receive rewards for attracting new customers.
- Participation in events: Organizing own events or participating in exhibitions and conferences to enhance visibility.
- In-store promotions: Tastings and product sample giveaways to attract attention.
- Collaboration with bloggers: Leveraging the influence of bloggers to promote the brand through various content formats.
Why and how to measure brand awareness?
For many companies, increasing awareness is a key indicator of business success. By measuring the level of awareness, companies can:
- Understand consumer attitudes towards their brand.
- Evaluate the effectiveness of marketing campaigns.
- Identify issues in product promotion and analyze competitor impact.
- Improve marketing strategy to increase sales.
There are several methods to measure awareness, including surveys, analytics, and online monitoring. For example, respondents can be asked questions about brands in a specific category or analytical tools can be used to study traffic to the website.
What to do with the collected data?
There are no clear indicators of the success of a campaign aimed at increasing awareness. Typically, data is analyzed in conjunction with other parameters such as profit and conversion. For instance, if there is a rise in queries for the brand name and an increase in website traffic following an advertising campaign, this indicates a positive impact of the advertising. It is recommended to measure awareness after each campaign to assess user interest dynamics and make adjustments to the marketing strategy as needed.