Brand awareness can influence consumer’s confidence in the purchase decision

Brand means a combination of identification and differentiation that draw strong attention to the product for consumers. The brand brings value to consumers and companies. The customers can become the loyal to the brand due to its uniqueness, its taste, feel easy by using that particular brand and they also have enough knowledge about that brand and feel confident while make a purchase.

In consumers’ point of view, companies try to satisfy their consumers by providing consumers’ desire list of values, where value means benefit. On the other hand, when consumers are satisfied by getting values from companies as well as brands, consumers may provide value to companies and show dependence about their brands.

Brand awareness is the first and prerequisite dimension of the entire brand knowledge system in consumers’ minds, reflecting their ability to identify the brand under different conditions: the likelihood that a brand name will come to mind and the ease with which it does so.

Brand awareness creates a great association in memory about a particular brand. Creating a strong brand image in the consumer’s mind depends on create an optimistic brand assessment, reachable brand approach, and a reliable brand representation. The importance of brand awareness in the mind of the customers can be evaluate at various stages e.g. recognition, recall, top of mind, brand dominance, brand knowledge.

It is now widely acknowledged by companies that strong brand awareness will create a competitive advantage in the marketplace that will enhance their overall reputation and credibility.

Brand awareness can also influence consumers’ perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics.

The brand awareness is changing the way modern marketing environment focus on comprehensive knowledge about brands. Indeed, currently brand and branding has become a major marketing priority for most of the companies.

Brand awareness can influence consumer’s confidence in the purchase decision

What is brand awareness?

According to studies, the consumer buying behaviour depends on which intentions, attitudes, preferences, effort to commitment, and way of identifying the consumers have. There must be a consideration of brand while making a decision to purchase a product or service, if there is nothing to be considered the probability is that there is nothing to be chosen.

An important dimension of brand equity is brand awareness, very often an undervalued component. Not only that awareness is almost a prerequisite for a brand to be included in the consideration set (the brands that receive consideration for purchase), but it also influences perceptions and attitudes, and can be a driver for brand loyalty.

Brand awareness is the lowest level of brand recall. This is where the brand recall continuum begins, extending from simple brand recognition to having complex cognitive structures constructed on the basis of detailed information concerning the brand. Brand awareness is the probability that consumers recognize the existence and availability of a company’s product or services, creating this awareness by a company are one of the key steps to promote the company’s goods and services.

When making subsequent purchases the consumer focuses on the product’s practical attributes, such as quality, functionality, taste or fragrance.

Brand awareness has a stronger impact on the subsequent purchasing choices, if the product once tried out fulfilled the consumer’s expectations.

Brand awareness can be depicted into brand recognition (consumers’ ability to confirm prior exposure to the brand when given the brand as cue)and brand recall (consumers’ ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other cues).
What is brand awareness?