At the top of the pyramid is the brand that exists at the top of the customer’s mind. This is the happy and the most desired condition that any marketer seeks. The next level is of all the other brands that are recalled by the customer in an unaided form.(brand awareness) The customer is asked to recall as many brands as he or she is able to whenever one thinks of a product.
Brand recognition is the third level and perhaps the lowest level. And also known as brand recall. Here customers are aided in recalling or recognizing brands or associating brands with a product class. This is important at the point of purchase.
The contribution of awareness to building up an equity for the brand can be gauged by the fact that high awareness creates associations in the customer’s mind. He or she is able to associate different images with the brand and this in turn can help generate a customer’s liking for it. It can also lead to a large base of committed customers, and all these benefits in turn will help the firm have more leverage in the market place.
Â
7 Comments