What is brand awareness? A definition and how to improve it?

Brand Awareness: Brief Definition:

Awareness   is a marketing term used to define the popularity of a brand . A percentage can be used to determine how many respondents are genuinely familiar with a given brand. The definition of this notoriety revolves around three levels of recognition, making it possible to obtain more detailed statistics.

What is notoriety? Detailed definition

Brand awareness is an important factor for any business because it can influence  consumers' purchasing decisions in many situations. The brand name is very important in what is defined as “low-involvement situations,” that is, times when shoppers no longer consider the actual price or functionality of the product. In this specific case, consumers are more sensitive to the name of the brand, if it is recognized in its market, because it implies that the product has been “tested and approved”.

However, there are other situations where brand awareness is also important, such as in  B2B  (business to business) marketing. In this sector, it is essential that the customer knows the company and that a certain trust is established, precisely thanks to this notoriety.

In the field of B2C, notoriety contributes to customer loyalty over the long term. Through brand recognition, the customer associates a name and logo with a specific image, as well as certain emotional characteristics. This specific environment makes it possible to cultivate  consumer confidence  in the brand and guide their product choices. Ideally, the customer becomes an ambassador of the brand and regularly seeks to convince those around him of its advantages.

The ultimate goal of notoriety is to ensure that the brand name becomes generic, that is to say, it replaces the usual terminology used to designate the product. Among the best-known examples of this process are the trademarks “Kleenex”, “Frigidaire” and “Google”. However, in sectors where brands are already established as  benchmarks , it is rarely possible to achieve this goal. On the other hand, this approach is easier when the products are still recent. However, the launch speed of competing products is extremely fast, which does not make it easy for brands.

The three levels of brand awareness:

At first glance, brand awareness appears to be a very simple concept: consumers either know the brand or they don't. However, the concept of notoriety is not so simple. It can evolve very quickly. Some people don't immediately remember a brand but can remember it after a while. This is why there are  three levels of notoriety  to define the popularity of a company:

1. Immediate callback

2. Spontaneous recall

3. Assisted recall or recognition

Immediate  recall  means that consumers instantly remember the brand, which is omnipresent in their minds. In the case of a  spontaneous recall , the buyer knows the name of a brand but needs a little time to remember it. This level of awareness is still useful for companies, but it is of no use in situations where a purchase decision must be made quickly. As part of the  assisted recall or "recognition", consumers do not remember the brand name, but they can recognize it when it is mentioned by a third party. This type of brand recognition is particularly useful when the customer has relatively little information about the products, but has enough time to make a purchase decision with confidence.

Online notoriety

At first glance, one might think that brand awareness plays only a secondary role in the field of e-commerce. Thanks to search engines, users have access to a large choice of products. Additionally, prices can be compared in just seconds, while descriptions and  ratings  provide a clearer picture of each product's features and benefits.

Despite everything, the popularity of a brand always plays a very important role in the field of online shopping. On the Internet, products cannot be physically touched or viewed in real life. This particularly concerns clothing and footwear, as well as electronic products. On the web, the buyer finds it more difficult to ensure the quality of a product. Since a "manual" inspection is simply impossible, most customers prefer to opt for products from well-known brands. In their minds, buyers unconsciously associate the brand name with a certain threshold of quality.

Therefore, many  SEO metrics also aim to increase brand awareness. The objective of such a strategy is to increase the number of times a brand name appears on Google or in  social media content (Facebook or Pinterest, for example) so that Internet users are more familiar with Her presence. Beyond these relatively simple optimization measures, there are also other ways to increase brand awareness.

Measures to increase brand awareness:

As mentioned above, advertising strategies such as using Google AdWords or  Facebook  help make a brand more familiar. Unfortunately, this kind of method (like the purchase of keywords) generates significant costs. Optimizing a site

for  SEO is usually a more cost-effective procedure, which also helps to increase brand awareness. In addition, there are many inexpensive methods to improve brand awareness, such as:

• referral programs
• customer  testimonials  published on other sites
• freemium products
• contests published as social media
• giveaways

Referral programs are   based on a very simple principle: the customer receives an additional advantage when he recommends a product or service. This strategy is particularly suitable for digital products because it is easy to verify the authenticity of a customer's recommendation. However, it is normally possible to use referral programs regardless of product type. The method deployed by the company  Dropbox  illustrates this idea. Each customer who manages to convince a friend to use Dropbox receives additional storage capacity. This referral program has been a key contributor to the development of the Dropbox brand and its success.

Customer  contributions  are particularly effective for businesses that use social media content, as online communities such as Facebook are focused on sharing quality content. When a company publishes an  impactful article  dealing with a given subject on a Facebook page, the effect is amplified. The reason for this success is quite simple: if other people find the article of good quality and publish it on their own page, readers will be more likely to engage with its content.

Another way to increase brand awareness is to use  freemium products . This is a free version of a product with generally limited functionality. If the free version is not too restricted and has real added value, it's a safe bet that users will recommend it. Even if new users do not all opt for the paid version, they will convey a positive experience that will serve the brand.

Social  media contests  are also a great way to build more brand awareness. Companies can choose simple variations inspired by the competition or use more complex strategies based on  UGC  (user-generated content) content. The advantage of a competition relayed on a social network is that it makes it possible to obtain very quick results: users can draw attention to a given content and share it with other users, who will transmit it to their turn… and so on.

Giveaways   are a proven strategy for increasing brand awareness . These are free gifts that are usually given when the customer makes a purchase. These items may include, for example, ballpoint pens, notepads or flashlights. Digital gifts can also be used. These presents have two advantages: they are generally very inexpensive and are often used, which increases the visibility of the brand.

Conclusion

Awareness   reflects the popularity of a brand . In some situations, it is a decisive factor that can influence purchasing decisions. Brand recognition plays a particularly important role in e-commerce because the customer cannot view and touch the products in real life.

There are many opportunities to increase brand awareness, from  social media contests  to SEO measures to online advertising through Google AdWords or Facebook Ads.

Article Source: https://www.vingle.net/posts/5022957

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