Brand Name Conciousness

Brand Name Conciousness

Brand Name Conciousness

Brand Name Conciousness

In order for the brand to be included in the branding, the brand name must be firstly recognized by the consumer. Thinking about the brand will begin to emerge in the mind of the consumer who knows the brand. Brand name conciousness consists of positive and negative information about the brand which is formed in the consumer mind and the consumer gets. Brand name conciousness is achieved through the reach of many people (potential customers). Before the brand image is formed, brand name conciousness is formed in the mind of the consumer as a substructure of the mark. The brand is recognized and remembered. Recognition is provided by brand conciousness, product consistency, product characteristics, message given to consumers, target market and sponsorship activities. According to Kevin Lane Keller (1993), brand name conciousness is the reflection of the brand on the mind of the consumer that the brand is not remembered except in normal conditions. Brand conciousness is the redefinition of the brand or the brand in different situations of the consumer. According to David Aaker’s approach to consumer-based brand equity, brand conciousness is the first element that comes to mind in the consumer mind. It must be able to visualize in the minds the objects that they learn about and see. With brand name conciousness, it is possible to provide an enterprise competitive advantage and it is necessary to reach a large number of consumers for this. Consciousness is the first condition for the formation of an idea about a brand to be interpreted in the brand’s mind. With brand conciousness:

  • It forms the basis of emotional connection between the consumer and the brand.
  • For the consumer brand recognition and brand orientation is
  • Consumers are aware that they prefer brand names that they have heard before and that associate in mind with other
  • It is an option in the consumer‘s mind about purchasing the brand of the consumer.
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