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    2 Literature Review

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    Arun Girish
    Brand awareness is important for consumers to recall a brand in a given product category and increases the likelihood that the brand will be considered. High brand awareness and favorable brand associations in the consumer's mind can lead to strong brand equity. Consumers tend to choose brands they recognize in unfamiliar environments. Advertising helps create brand awareness, preference, and recognition through slogans, celebrity endorsements, and informing consumers about new products. A brand is a promise to customers about how the company will deliver its products or services, and branding frameworks comprise essential elements to communicate this to target audiences. Market research is important to understand how to design marketing communications that create, maintain, or improve brand awareness and image.

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    2 Literature Review

    Uploaded by

    Arun Girish
    889 views2 pages
    Brand awareness is important for consumers to recall a brand in a given product category and increases the likelihood that the brand will be considered. High brand awareness and favorable brand associations in the consumer's mind can lead to strong brand equity. Consumers tend to choose brands they recognize in unfamiliar environments. Advertising helps create brand awareness, preference, and recognition through slogans, celebrity endorsements, and informing consumers about new products. A brand is a promise to customers about how the company will deliver its products or services, and branding frameworks comprise essential elements to communicate this to target audiences. Market research is important to understand how to design marketing communications that create, maintain, or improve brand awareness and image.

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    2 Literature Review

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    Brand awareness is important for consumers to recall a brand in a given product category and increases the likelihood that the brand will be considered. High brand awareness and favorable brand associations in the consumer's mind can lead to strong brand equity. Consumers tend to choose brands they recognize in unfamiliar environments. Advertising helps create brand awareness, preference, and recognition through slogans, celebrity endorsements, and informing consumers about new products. A brand is a promise to customers about how the company will deliver its products or services, and branding frameworks comprise essential elements to communicate this to target audiences. Market research is important to understand how to design marketing communications that create, maintain, or improve brand awareness and image.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    889 views2 pages

    2 Literature Review

    Uploaded by

    Arun Girish
    Brand awareness is important for consumers to recall a brand in a given product category and increases the likelihood that the brand will be considered. High brand awareness and favorable brand associations in the consumer's mind can lead to strong brand equity. Consumers tend to choose brands they recognize in unfamiliar environments. Advertising helps create brand awareness, preference, and recognition through slogans, celebrity endorsements, and informing consumers about new products. A brand is a promise to customers about how the company will deliver its products or services, and branding frameworks comprise essential elements to communicate this to target audiences. Market research is important to understand how to design marketing communications that create, maintain, or improve brand awareness and image.

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    © All Rights Reserved
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    of 2

    KERALA KOUMUDI (P) LTD.

    TRIVANDRUM

    REVIEW OF LITERATURE
    Philip Kotler says that brands vary in the amount of power and value they have in the market place. At the extreme brands theta are known by most buyers have a fairly high degree of brand awareness. Beyond that, brands have high degree of brand acceptability and the brand enjoy a high degree of brand loyalty. Kelvin Lane Keller, marketing management, 1998, says that brand awareness sis important that consumers recall the amount in the context of a given specific product category. Awareness increasing the probability that the brand will be a member of the consideration set. Awareness also affects decision about brands in the consideration set, even in the absence of any brand associations in consumers minds. According g to Patro sanjoy and Sanjeev varsheney says that, the core of brand equity lies in the construct of brand awareness. Brand equity occurs when the consumers has a high level of awareness and familiarity with the brand and holds some strong favorable and unique association in memory. According to Hanna Bommmark and Christina sevenson , consumers choose a brand that recognize before an unfamiliar brand in an unknown environment. One of the objectives was to determine if these were and differences in buying behavior between the chosen cultures. The conclusion of the decision si that all investigated factors has some importance for choice of brand, while quality had a greater effect on brand choice than brand awareness .Further it has no difference in buying behavior between the cultures. Vikas Shrotriya, in Advertising Express, IUP Publication, Volume 10, says that advertising crates brand awareness and plays vital role in developing brand preference. It informs buyers about the availability of the products and stimulates latent needs. It goes a long way in which developing brad recognition by way of using catchy slogans, lyrics, melody and celebrity. Advertising also encourages buyers to try new products. It also

    serves as an effective competitive weapon. According tyo Venkatesh Raman, Emotional branding IUP Publication, volume 9, 2011, says that, today a brand is not just as name, symbol, logo, of trademark, it is a promise to the customers and is about how the institutional brand delivers its promise to the target IMK-ICM POOJAPURA Page 6

    KERALA KOUMUDI (P) LTD.TRIVANDRUM audience. The branding frame work is alive in documents that comprise of essential branding element of the institutions. Rekha Attri, Ashish Manohar Urkude and Manvinder s Pahwa, IUP journal of Brand Management, says that there are many ways that brand awareness and brand image can be created maintained of improved through carefully designed marketing programmers. The first seep is to know how the customers think and act, make purchase decision and then design marketing g communications to tell the target customers lives. Brands connect with consumers on an emotional level. Advertising has always been the, main weapon to build brands by brand managers. One such method is called Brand activation which comes under the category of below the line (BTL) activities which include public relations, sponsorships, press releases, etc. as they are less expensive than above the line (ATL) activates which involves the usage of mass media vehicles like hoardings, radio, television, etc. Natalie Ann Ryan, Brand management, 2002, Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics. On the other hand, brand awareness can be depicted into at least two facets unaided (brand recall) and aided (brand recognition) each of the two facets having its more or less effective influence on buying decision and perceived risk assessment.

    IMK-ICM POOJAPURA

    Page 7

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