FACTORS AFFECTING BRAND AWARENESS
- October 11th, 2010
http://www.managementparadise.com/forums/introduction-advertising/204643-factors-affecting-brand-awareness.html
Originally Posted by abhishreshthaa
Brand Awareness refers to the strength of a brand’s presence in the
consumer’s mind.
Awareness is measured according to the different ways in which consumers remember a brand, ranging from recognition to recall to top of the mind. Some of the major factors affecting brand awareness are:
• BRAND NAME:- One of the most important factor affecting brand awareness is the brand name. Brand name plays an important part in creating awareness for a brand. Also whether the name is really very meaningful or completely baseless they both affect brand awareness.
Example :
Bacardi Breezers - flavoured aerated vodka based drink
Hp Ghoda Lal diesel engine oil
Centre Shock chewing gum.
• ADVERTISING:
Awareness is measured according to the different ways in which consumers remember a brand, ranging from recognition to recall to top of the mind. Some of the major factors affecting brand awareness are:
• BRAND NAME:- One of the most important factor affecting brand awareness is the brand name. Brand name plays an important part in creating awareness for a brand. Also whether the name is really very meaningful or completely baseless they both affect brand awareness.
Example :
Bacardi Breezers - flavoured aerated vodka based drink
Hp Ghoda Lal diesel engine oil
Centre Shock chewing gum.
• ADVERTISING:
Advertising also helps to create
Brand awareness in a big way. Take any brand name Fevicol, Vicks, Pepsi all
have used ad’s for creating awareness among their consumers.
• CELEBRITY:
• CELEBRITY:
Another important factor affecting
Brand awareness is the celebrities endorsing the Brand. Whenever you see a
celebrity you love endorsing a brand you tend to propagate the Brand.
Example :
Coca Cola experienced a tremendous increase in brand following post ad campaigns with Hrithik Roshan and ”Kaho Na Pyaar Hai”.
• PARENT COMPANY:
Example :
Coca Cola experienced a tremendous increase in brand following post ad campaigns with Hrithik Roshan and ”Kaho Na Pyaar Hai”.
• PARENT COMPANY:
To a large extent the parent company helps in promoting a brand. The parent
company in many cases is so popular that its brand automatically become popular
and people become aware about the product.
Example :
TATA always promotes it brand with its name along with the brand such as TATA INDICA, TATA INDIGO, TATA SALT.
• SALES PROMOTIONS AND OFFERS:
Example :
TATA always promotes it brand with its name along with the brand such as TATA INDICA, TATA INDIGO, TATA SALT.
• SALES PROMOTIONS AND OFFERS:
It also helps in making the consumers aware of the brand. Some of the sales
promotion activities that companies carry out help them in a big way to make
their target aware of the brand.
Example :
BAJAJ Chetak campaign of Rs.999 and you could buy a scooter.
• 1st MOVER ADVANTAGE:
Example :
BAJAJ Chetak campaign of Rs.999 and you could buy a scooter.
• 1st MOVER ADVANTAGE:
Usually the company that enters a product
category first has good awareness about its brand. Usually people tend to
remember the first player to enter the market.
Example :
Parle products “BISLERI” in the packaged water segment.
• PUBLIC RELATIONS:
Example :
Parle products “BISLERI” in the packaged water segment.
• PUBLIC RELATIONS:
The coverage that the fourth estate
and magazines provide a brand also helps in building awareness about a brand.
Example :
The popularity of local restaurants such as Olive and Athena has been boosted by the page 3 mentions in Bombay times.
• DIRECT SELLING:
Example :
The popularity of local restaurants such as Olive and Athena has been boosted by the page 3 mentions in Bombay times.
• DIRECT SELLING:
Some of the companies use direct selling as an platform to create brand
awareness.
Example :
Eureka Forbes water filter “AQUA GUARD”.
Example :
Eureka Forbes water filter “AQUA GUARD”.
• PEER GROUP OPINION:
Peer group opinion also plays an important part in the whole brand
awareness exercise. Usually people tend to discuss a lot about the brand and
tend to share their experiences or some recent ad’s they have seen which in
turn increases brand awareness of their peers.
Example :
A large number of chat boards on the Internet or a group of friends from same education field.
• RECALL OF AD’S:
Example :
A large number of chat boards on the Internet or a group of friends from same education field.
• RECALL OF AD’S:
In some cases the brand awareness is
also high due to specific ad recall which is very high.
Terjemahan :
FAKTOR-FAKTOR YANG MEMPENGARUHI
KESADARAN MEREK
- 11 Oktober 2010
Kesadaran Merek mengacu pada kekuatan kehadiran merek di benak konsumen.
Kesadaran diukur sesuai dengan cara berbeda di mana konsumen mengingat sebuah merek, mulai dari pengakuan sampai recall sampai ke puncak pikiran.
Kesadaran diukur sesuai dengan cara berbeda di mana konsumen mengingat sebuah merek, mulai dari pengakuan sampai recall sampai ke puncak pikiran.
Beberapa faktor utama yang mempengaruhi kesadaran merek adalah:
• NAMA MEREK:
• NAMA MEREK:
Salah satu faktor terpenting yang
mempengaruhi Kesadaran merek adalah nama merek. Nama merek memainkan peran
penting dalam menciptakan kesadaran akan sebuah merek. Juga apakah namanya
benar-benar sangat berarti atau sama sekali tidak berdasar keduanya
mempengaruhi kesadaran merek.
Contohnya :
Bacardi Breezers = minuman beraroma berbasis vodka dengan rasa
Hp Ghoda Lal = oli mesin diesel
Centre Shock = karet mengunyah.
• ADVERTISING:
Periklanan juga membantu menciptakan kesadaran Merek secara besar-besaran. contohnya nama merek Fevicol, Vicks, Pepsi semua telah menggunakan iklan untuk menciptakan kesadaran di antara konsumen mereka.
•SELEBRITI:
Faktor penting lain yang mempengaruhi Kesadaran merek adalah selebriti yang mendukung Merek. Kapan pun Anda melihat selebriti yang Anda cintai mendukung merek, Anda cenderung menyebarkan Merek.
Contohnya :
Coca Cola mengalami peningkatan yang luar biasa dalam merek setelah mengikuti kampanye iklan dengan Hrithik Roshan dan "Kaho Na Pyaar Hai".
• INDUK PERUSAHAAN:
Untuk sebagian besar perusahaan induk membantu dalam mempromosikan merek. Perusahaan induk dalam banyak kasus begitu populer sehingga mereknya menjadi populer dan orang menjadi sadar akan produknya.
Contohnya :
TATA selalu mempromosikannya dengan brandnya seperti brand TATA INDICA, TATA INDIGO, TATA SALT.
• PROMOSI DAN PENAWARAN PENJUALAN:
Ini juga membantu membuat konsumen sadar akan merek. Beberapa kegiatan promosi penjualan yang dilakukan perusahaan membantu mereka secara besar-besaran untuk membuat target mereka menyadari merek tersebut.
Contohnya :
Kampanye BAJAJ Chetak Rs.999 dan Anda bisa membeli skuter.
• KEUNGGULAN PENGGERAK PERTAMA:
Biasanya perusahaan yang memasuki kategori produk terlebih dahulu memiliki kesadaran yang baik tentang mereknya. Biasanya orang cenderung mengingat pemain pertama yang masuk pasar.
Contohnya :
Produk Parle "BISLERI" di segmen air kemasan.
• HUBUNGAN MASYARAKAT:
Cakupan bahwa majalah memberikan sebuah merek juga membantu dalam membangun kesadaran tentang sebuah merek. Contohnya : Popularitas restoran lokal seperti Olive dan Athena telah didorong oleh halaman 3 yang disebutkan di Bombay times. • PENJUALAN LANGSUNG:
Beberapa perusahaan menggunakan penjualan langsung sebagai platform untuk menciptakan brand awareness.
Contohnya :
Saringan air Eureka Forbes "AQUA GUARD".
• PENDAPAT KELOMPOK :
Pendapat kelompok rekan kerja juga memainkan peran penting dalam keseluruhan latihan kesadaran merek. Biasanya orang cenderung banyak membahas tentang merek dan cenderung berbagi pengalaman atau beberapa iklan baru-baru ini yang telah mereka lihat yang pada gilirannya meningkatkan kesadaran merek tentang teman sebayanya.
Contohnya :
Sejumlah forum obrolan di Internet atau sekelompok teman dari bidang pendidikan yang sama.
• IKLAN PENGINGAT:
Dalam beberapa kasus, kesadaran merek juga tinggi karena ingatan iklan tertentu yang sangat tinggi.
