It is always said that: branding is more than just a business name. but now we know that this a common mistake in Understanding Brand Concept and Doing Branding
You can choose and register a business name with a moment’s will. But for this brand name to become a brand, you need weeks, months and years of effort.
The result of your efforts will be that a capital is formed around your brand: your audience and customers know it, become loyal to your brand, look for it in stores, search for it on the Internet, talk about it with others Your brand is discussed and in short, something called Brand Asset is formed.
An important part of this brand asset is the share that the brand has in the mind of the customer. The bigger and better position you get in the customer’s mind, the more successful you can be.
But how can this position be measured? One of the methods is Brand Awareness
What is the definition of brand awareness?
Each of us perceives and imagines “brand awareness” in a way. The most general definition of brand awareness is that customers are aware of our brand and consider us as an option in their purchases and decisions.
Many brands go to advertising with this motive.
If you ask the managers of the companies why they advertised or took a billboard, one of the common answers is that:
“we want our brand awareness to increase and others to remember that we exist and are present in the market.”
But is there a more precise definition of brand awareness? What are the indicators of brand awareness? What can be done to measure brand awareness?
Two theorists in the field of brand have talked about this, and by the way, their explanations and categories are more or less similar: Kapferer in the book “The New Strategic Brand Management” and Aaker in the book Building Strong Brands.
They have defined the following three criteria to measure brand awareness:
- Brand Recognition
- Brand Recall
- TOMA (Top of Mind Awareness)
In the following, we will describe each of the three mentioned criteria.