Does your brand speak to customers and represent who you are?
The right way to higher product knowledge
Brand awareness can be described as the ability of the target audience to know or remember the brand
of the company at the time of selection or immediately prior to the purchase of goods. Knowledge of
goods measured in the percentage of audience share means that the company is familiar with the
product and is able to identify the brand in the product category.
Brand awareness affects the competitiveness of the product and the possibility of long-term growth. In
this article we will consider the basic methods of research, evaluation, and how to increase the brand
awareness of the company.
The term “product knowledge” can be described through several concepts. At first glance, these are
synonymous, but on closer inspection, the differences are striking. Directly, that term is synonymous
with “brand awareness”, which consists of two different terms: recognition and ease of remembering
Brand awareness (brand recognition) – the ability of the consumer to identify and find the brand in
contact with her on certain characteristics and attributes. In other words, this term is responsible for
how quickly and easily a consumer can find the product in appearance, image and design elements.
Easy memorization (brand recall) – the ability of consumers to recall the brand of the company at the
time of particular need.
What type of knowledge is important for a product?
Recognition ability to recall products or brands of the company that a priority? There is no single
answer does not exist, but it can be quite easy to determine. It is enough to understand when and in
what situation the consumer decides to purchase the brand. If the target audience of your product can
decide on buying a brand from a list of available alternatives, the aim of the campaign should be the
recognition of the product. For example, a consumer directly addresses “What to buy?” Examining the
shelves in stores. Or, chooses “what beer to order?” Based on the definition of the list in the menu.
If the target audience decides to purchase at the time of need, far from the place of purchase and can
not see the elements of the brand, the purpose of the campaign is the ability to remember the brand,
itself. For example, at the time when the winter begins, the consumer remembers what brands that are
designed (or marketed) to keep them warm. Or, if the desire is to go out to eat, the customer
remembers the most recognizable culinary institutions.
Ways to build knowledge about the product.
High recognition and memorability of the brand of the company is achieved through the promotion of
goods/services on the market. Promoting the goods/services provides contact with the consumer. The
more targeted contact with the product, the higher the quality of the contact (duration, the right place
and time) – the faster the brand awareness increases. To build the knowledge necessary to use all
available means: direct advertising, BTL (delayed incentives) and trade marketing activities, the quality
of display of goods and, of course, the packaging of the product.
The value of a brand for the company.
Developing a strategy to promote a product to market, it is important to choose what type of brand
awareness is more important for the company’s goods. Companies like Apple, Starbucks, and Google
have built highly recognizable products/services and their success is due, in large part, to their products’ brand awareness.