Definition of Brand Awareness: Benchmarks, Levels, Roles, and Efforts

Definition of Brand Awareness Benchmarks, Levels, Roles, and Efforts – In running a business, whether it’s a food business to a cosmetic business, does  realize that the company’s brand name and symbol greatly affect consumers’ purchasing power? Yep, many companies are competing to create a brand name as well as a symbol that is easy for people to remember. This is so that consumers are aware and recognize that products with such names and symbols belong to the company in question.

Well, that’s a simple description of Brand Awareness. Especially for companies that have been building their business for a long time, it will definitely make it easy for them to build brand awareness while at the same time attracting consumer interest. So what exactly is Brand Awareness? Why is this so important for business enterprises? What efforts can be made to increase this Brand Awareness?

Let’s look at the following review so that  is not confused and can help you to build Brand Awareness for your business industry!

Understanding Brand Awareness

Definition of Brand Awareness Benchmarks, Levels, Roles, and Efforts

Before discussing Brand Awareness,  needs to know in advance what is the essence of a Brand or Brand. Basically, this brand is a name, term, sign, design, or even a combination of all of these things which are expected to identify the goods or services produced by the seller, then it is hoped that through this they can differentiate them from competitors’ products. .

In short, the use of this brand is so that consumers can distinguish one product from a company with the same product from another company. It should be noted, through the existence of Brand Awareness, it actually makes most people mention certain objects not by the name of the object, but by the name of the brand.

According to Durianto, et al (2017), Brand Awareness is the ability of potential consumers to recognize and recall the existence of a brand as part of a certain product category. Then, according to Rangkuti (2014), argues that Brand Awareness is the ability of a customer to remember a certain brand or advertisement spontaneously after being stimulated by several keywords.

Meanwhile, according to Kotler and Keller (2011), revealing that Brand Awareness is the ability of the brand to appear in the minds of consumers, especially when they are thinking about a particular product and how easily the brand is raised.

Based on several definitions of Brand Awareness that have been stated by some of these experts, it can be concluded that Brand Awareness is the ability or ability of a brand or brand to keep appearing in the minds of consumers so that their products are easily recognized.

Why is Brand Awareness Important?

The existence of Brand Awareness is of course important because it is part of a marketing method, especially for the business world. It is called important because in this business world, one company with another company will continue to compete, especially if they produce the same product or service. Through this Brand Awareness, consumers will find it easy to recognize the product and then be willing to buy it.

Most people tend to buy products or services from brands that have been around for years and are easily recognizable, especially in the logo and business tagline. Moreover, if the company has survived for years and continues to produce products or services with good quality, when producing a new product, consumers will immediately believe in the performance of the new product, because of this Brand Awareness.

An example is the drink brand Aqua. Most people when they want to buy mineral water, will always mention the brand. In fact, there are many brands of mineral water on the market, not only the Aqua brand. However, the existence of this Brand Awareness makes these people always remember the Aqua brand for their mineral water products.

Although Brand Awareness is proven to increase the profit of the company concerned, it still needs to be monitored to minimize the decline in profit. If there is a decrease, both in the level of consumer “watch out” for the brand in question and in the company’s revenue profit, it is necessary to carry out a carefully planned advertising and marketing strategy so that the level of Brand Awareness can return to normal.

The existence of Brand Awareness also provides added value for a product, service, to the company concerned, especially in the eyes of customers and potential consumers.

According to Saputri (2017), in an effort to build Brand Awareness in a consumer, it takes quite a long time, starting from brand recognition to making the brand memorable by consumers.

Benchmark in Brand Awareness

The existence of Brand Awareness, of course, has its own benchmark or standard to measure what Brand Awareness can be called successfully remembered by many consumers. According to Tandarto and Darmayanti (2017), a Brand Awareness must have the following benchmarks:

1. Top of Mind Awareness

The first benchmark is Mind Peak, in the form of what brand consumers will first remember for the existence of certain brands. In this case, consumers will be asked which brand they will remember in a particular product category.

For example, consumers will be asked a question such as “What brand of chocolate wafer do you remember right now?”, most consumers will answer “Tango, Nissin, and Wafello”. Based on these answers, it can be concluded that the top thought or brand that is first remembered in the minds of consumers is Tango in the chocolate wafer food product category.

2. Brand Recall

In the second benchmark, namely Brand Recall, later consumers will be given several lists containing several brands in certain product categories, then they will be asked to choose which brands are known without any instructions.

For example, in the list of product brands in the chocolate wafer category, there are brands such as Tango, Nissin, Astor, Wafello, and Gary. After analyzing the answers from consumers, it turns out that most of them remember the Tango brand more as a chocolate wafer cake compared to other chocolate wafer brands.

3. Brand Recognition

In the third benchmark, namely Brand Recognition, this is when there is a brand that is already known by consumers, but cannot be remembered spontaneously even though they have actually used a product with that brand. Usually, in this case, another stimulus will be needed that can help consumers to remember the brand of the product.

For example, a consumer is given a choice of several brands in the chocolate wafer category, then they are asked another question in the form of “how many times have they consumed chocolate wafers with the Wafello brand”. Well, from that question, it can be called a stimulus to recall the related product.

Levels of Brand Awareness

Actually, the level in Brand Awareness is almost the same as the benchmark, only there are a few differences. In this level of Brand Awareness, it is described like a pyramid, namely with the lowest level to the highest level. Well, here are the levels:

1. Unaware of Brand (Unware of Brand)

Unware of Brand is the lowest level in a Brand Awareness pyramid, which is when consumers are not aware of the existence of a mentioned brand.

2. Brand Recognition

The second level, namely Brand Recognition, is when consumers are able to recognize a mentioned brand after being given a stimulus to recall, even though they have actually used the product for that brand.

3. Brand Recall

The third level is Brand Recall, which is when consumers are able to re-recognize a brand that is mentioned without the help of a stimulus. Most likely because these consumers often use or consume products of that brand.

4. Top of Mind

The highest level in the Brand Awareness pyramid is Top of Mind, which is when the brand is mentioned for the first time by consumers when asked a question about the product in question. For example, a consumer was asked in the form of “What detergent products do you know?”, then the consumer answered spontaneously “Daia”. So that means the Daia brand has been at the Top of Mind level in terms of Brand Awareness.

What are the Roles of Brand Awareness for a Business?

The existence of Brand Awareness of course plays an important role in the marketing of products or services produced by a company. The more familiar a product is in the eyes of consumers, it is proven that the company’s profits will also increase. Brand Awareness or this brand awareness can be another source of association that provides a sense of familiarity to commitment among consumers in considering what brand they will use for various product categories. Well, here are some roles of Brand Awareness for a business.

1. As a Source of Other Associations

In this role, the higher the Brand Awareness or consumer awareness of a brand, it will help the associations attached to the brand in the minds of consumers. For example, in the Lifebuoy brand (by Unilever company) there is a tagline for its bath soap product in the form of “Healthy Ways to Take a Bath”.

Through this tagline, it turns out that it creates Brand Awareness in the minds of consumers, so that when the Unilever company produces shampoo products, it will also sell well with bath soap products because consumers have believed in the quality of Unilever products.

2. Generating Likes or Familiar

In this case, if the existence of Brand Awareness is high or the existence of the brand is already known by the public, then consumers will feel familiar and familiar with the brand in question. For example, most consumers are used to using soy sauce with the Bango brand from Unilever company.

So, when these consumers are going home or traveling in different areas, they will continue to consume the Bango brand soy sauce because they feel comfortable and like the brand, which also encourages their decision to buy Bango brand soy sauce in any situation.

3. As a Commitment or Substance

From the existence of this Brand Awareness, later it can indicate a commitment which is very important for a company. Therefore, if we ourselves as consumers have Brand Awareness or high brand awareness, then we can feel the presence of the brand.

There are several factors that cause commitment or substance to the Brand Awareness.

  • Its advertising efforts are carried out widely, both in mass media to electronic media, so that it can be widely known by the general public.
  • The existence of the brand has stood the test of time (long lasting).
  • Wide distribution range, making it easier for consumers even in remote areas to get products for these brands.
  • Well managed brand.

4. As Top of Mind

As previously explained, if a brand is already at the Top of Mind level, then the existence of the brand will always be included in the consumer’s consideration to make a purchase decision. Usually, brands that are at the Top of Mind level will have a high consideration value to buy.

If a brand is not in the Top of Mind level or is not stored in the minds of consumers, then the brand will not be considered in purchasing decisions.

How Efforts To Increase Brand Awareness?

Currently, many companies are vying to increase Brand Awareness, especially through attractive advertisements, so that consumers keep the brand name in their minds. So, when they need a product that belongs to the brand, consumers will immediately realize the existence of the brand and buy products for that brand.

According to Durianto (2017), there are several efforts or steps that can be taken by companies to increase Brand Awareness in the eyes of consumers, which are as follows:

1. Deliver a Memorable Message

A brand must be able to convey messages or information related to its products in an attractive and easy to remember by consumers. The message must be conveyed in a different way, especially compared to competing brands. Usually, the delivery of this message has to do with copywriting skills.

2. Using Jingle Songs and Slogans

The use of jingle songs and slogans that have a rhythm will usually be easily remembered by consumers. An example is a Shopee e-Commerce ad that uses a song jingle with an interesting rhythm. This will always be remembered by consumers at various ages.

3. Using Unique Symbols or Logos

Especially for companies that are just starting out, it would be better if they use a unique symbol or logo and must have a relationship with the brand. The use of this unique logo will later be easy to remember and consumers will not feel biased when they see the symbols of competing brands.

An example is the McDonald’s brand logo which is in the shape of the letter M. Although it looks simple, but the brand has in fact been remembered by many people. When the logo appears somewhere, people will immediately remember and know that there are McDonald’s products in that place.

4. Do Product Expansion

A trademark would be better to produce a variety of products, not just limited to one or two products. For example, the cosmetic and skincare brand Emina. Emina’s company does not only produce cosmetics limited to lip tint and powder, but also produces skincare products in the form of toners to facial serums. The expansion of these products is done so that they will be increasingly remembered by wider consumers.

5. Doing Brand Repetition

Companies must always repeat the brand so that the related brand will continue to be remembered by consumers. It should be noted that forming memories in the minds of consumers will actually be more difficult than introducing a new product. Therefore, commercial advertisements that introduce a certain brand on television are carried out repeatedly, with the aim of increasing Brand Awareness in the eyes of the public.

So, those are some reviews about what Brand Awareness is in the business world. The existence of this Brand Awareness greatly affects the level of profit of the company’s income. The more the brand name is remembered in the minds of consumers, the more profit the company will get.

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