Brand Awareness: what is it and why is it fundamental?
If someone talks to you about carbonated drinks, what brand do you immediately think of? I bet most readers have immediately turned their attention to a famous red can brand that doesn't need to be named. Here, this is an example of a winning Brand Awareness.
But what is Brand Awareness?
Brand Awareness is the ability of a brand to be known and recognized in the minds of consumers. Each brand's desire is obviously to be the first brand to appear in the user's head when talking about a particular product.
However, reaching this peak of success is not for everyone and even the brands that have reached this important milestone have followed a particular path consisting of various stages of notoriety.
Initially, the product or service offered by a company is not known, so it can be defined as Unaware Brand. Then we move on to a stage of first recognition of the brand or Brand Recognition. This step, if it follows a regular flow of word of mouth and affirmations is declined in a spontaneous recall, the Brand Recall, in which the consumer spontaneously associates the brand to the category of products, without the need for external references. The maximum objective that a brand can and above all wants to achieve is to become Top of Mind. A Top of Mind brand is just the one mentioned at the beginning of the article, that is a brand that is immediately associated with a service or good.
Having a strong Brand Awareness is fundamental for the life of a brand because it determines whether or not it is chosen by a consumer and therefore ensures its survival in an extremely competitive market.
To build it it is necessary that the brand identity is defined and unique and choose a communication agency capable of conveying its mission in a strong identity and create a lasting brand awareness is essential for business success.