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Brand Awareness

What is Brand Awareness?

Brand awareness refers to how well customers recognise the brand name and package. In marketing, brand awareness sometimes can be described as the first stage of brand loyalty, followed by brand preference and brand insistence. 

How important is Brand Awareness?

Brand awareness can be one of the most important stages in generating and attracting sales. Customers tend to purchase products they have previously used, heard of, or recommended. Spending money on an unfamiliar brand name poses a risk that customers might not want to risk. 

For destination brands, brand awareness measures the number of people who have heard of the location and what it has to offer. Brand awareness also can be affected by customers’ perception of the brand and how they respond to the brand name.

The Coca-Cola vs Pepsi taste test is an infamous example to understand Brand Awareness. 

In 2004, research conducted by McClure used functional magnetic resonance imaging (fMRI) technology to assess responses during two taste tests [1]. Taste test 1 was taken anonymously without letting the consumers know which one was Coca or Pepsi. In taste test 2, consumers were informed about the brand of each drink. 

The finding suggests that in taste test 1 (anonymous), Coke and Pepsi are equally preferred and the main activities are registered in the reward centre of the brain. While in taste test 2 (brand-cued), consumers tend to prefer Coke over Pepsi, their brain activity is also different. The activity in brain structures is associated with emotions and learning. 

The research shows that consumers make decisions based on previous experiences or memories associated with a brand name. Brand awareness plays a crucial part in the success of a business. With this knowledge, it can be applied to other sectors of the economy. As for tourism, people tend to visit famous landmarks like Capri Island and overlook beautiful Procida Island. 

How to increase Brand Awareness?

From responding to feedback to arranging events, there are many ways to increase brand awareness. To increase brand awareness, businesses can experiment with different marketing mediums and strategies.

Medium of marketing:

  • Social media - as of 2022, internet users worldwide use an average of 147 minutes daily on social media. Performing advertisements on social media is a highly effective way to increase brand awareness. [2]
  • Print press - print media might not have the same effect as before. However, optimising specialised magazines for promotion can still help increase awareness. Procida Island destination marketing can publish an article in World Travel Magazine for specific targeting.

Public relation strategies 

  • Event marketing - is the design and development of a live-themed activity, occasion, display or exhibit that promotes a product, cause, or organisation. Physical activities like conferences, tech talks, and seminars. Virtual events are effective with activities such as webinars, photo contests and live stream events. 
  • Event sponsorship - charitable events, sports games, and conferences allow exposure to the company’s name and logo. A charitable event is a partnership between a company and a non-profit entity for mutual benefit. This partnership can bring a positive effect on the consumer’s perception of the brand. 

Brand awareness is an influential factor in increasing sales and recognition. Hence, brands and businesses should manage and take into consideration strategies to improve their brand awareness. This can be through public relations, promotion, events, and cause marketing. 

Source:

  1. McClure SM, Li J, Tomlin D, Cypert KS, Montague LM, Montague PR. Neural correlates of behavioural preference for culturally familiar drinks. Neuron. 2004 Oct 14;44(2):379-87. doi: 10.1016/j.neuron.2004.09.019. PMID: 15473974.
  2. Dixon, S. “• Daily social media usage worldwide.” Statista, 21 June 2022, http://statista.com/statistics/433871/daily-social-media-usage-worldwide/.