Why is brand awareness important?
Feb. 23, 2019, 1:33 a.m.
Now brand awareness is often used in cases where they can not provide real results. First, a couple of lines of theory: what is “brand recognition”? This is a numerical indicator (or several) of how well the audience knows your brand. The problem is that brand awareness has become an excuse for everything. Advertising did not bring customers? “This is image advertising, it is aimed at brand recognition.” Do you clearly understand that what the marketer is planning to do will not bring you, customers? Get ready to hear “so we will increase brand awareness”. To work on brand recognition, you need to start to count it. And then count after the event, and understand whether the event worked on this mythical recognition.
The level of brand awareness reflects the ability of the target audience to distinguish the brand products at the time of purchase. Market research confirms that increasing brand awareness directly affects sales, it is important to create loyalty.
Recognition is considered one of the most important indicators of brand popularity. It largely determines the volume of sales at different stages of the life cycle of a brand and is often the main goal of marketing communications at the initial stage of product promotion. Brand awareness in the circle of potential and active customers is important for long-term growth in sales, maintaining product competitiveness, evaluating audience loyalty, and others.
At the same time, there are differences in the coefficient of a dependence of the level of brand awareness and the sales of its products for different product categories and consumer segments within the same market niche. It is important to take into account all the features to get the most objective result of the study.