Infographic - Inbound Marketing: How to Find Customers in the Age of Digital Revolution
Posted: Tue Jan 07, 2025 5:00 am
A linear, comprehensible, almost literal definition. Easy, right? Well, no. At least not always and not entirely. Brand awareness is such a pervasive concept that it deserves to be explored in depth . Among the many contributions that in the academic or professional field have given their contribution to enrich and update the definition of brand awareness, we have chosen to focus on two in particular, that of Kevin Keller and that of David Aaker, because they insert, perhaps better than others, brand awareness within an overall marketing strategy.
Brand awareness: Kevin Keller's definition as a synthesis between memory and recognition
In Strategic Brand Management Kevin Lane Keller describes brand awareness as a synthesis of two fundamental aspects:
Brand memory ( brand recall), which indicates both the ability of the brand to ghana whatsapp resource be recalled from our memories if we are given a cue or an incipit, and the ease with which we associate the brand with a given product category, a previous purchase or a certain method of use . For example, the brand recall of a particular brand of laundry detergent – and only that one – will depend on the ability of that detergent to come to mind with an “automatic” association, for example at the exact moment in which we get dirty or every time we think of our basket overflowing with dirty clothes.
Brand recognition indicates our ability to confirm our knowledge of a certain brand when we come into contact with the brand itself . In practice, recognition would be triggered every time we enter a supermarket and we are able to associate a certain brand of detergent with one we have already come into contact with.
Brand memory and brand recognition are two crucial aspects in the definition of brand awareness but they do not exhaust all its implications. To have a more complete idea, let's try to add the concepts of brand equity and branding to our reflections.
Brand awareness: Kevin Keller's definition as a synthesis between memory and recognition
In Strategic Brand Management Kevin Lane Keller describes brand awareness as a synthesis of two fundamental aspects:
Brand memory ( brand recall), which indicates both the ability of the brand to ghana whatsapp resource be recalled from our memories if we are given a cue or an incipit, and the ease with which we associate the brand with a given product category, a previous purchase or a certain method of use . For example, the brand recall of a particular brand of laundry detergent – and only that one – will depend on the ability of that detergent to come to mind with an “automatic” association, for example at the exact moment in which we get dirty or every time we think of our basket overflowing with dirty clothes.
Brand recognition indicates our ability to confirm our knowledge of a certain brand when we come into contact with the brand itself . In practice, recognition would be triggered every time we enter a supermarket and we are able to associate a certain brand of detergent with one we have already come into contact with.
Brand memory and brand recognition are two crucial aspects in the definition of brand awareness but they do not exhaust all its implications. To have a more complete idea, let's try to add the concepts of brand equity and branding to our reflections.