What is the definition of Brand Awareness and why is this
concept important for your company? Find out what it is and how to improve it
in a few steps.
Being the first purchase alternative that comes to the mind
of a consumer when he needs a product or service is vital for a company's
success. For this reason it is necessary to familiarize yourself with the
concept of Brand Awareness and learn to exploit its full potential. Let's see
immediately what it is.
What is Brand
Awareness?
It is difficult to identify a unique term in Italian that
identifies and encloses all the messages conveyed by the definition of Brand
Awareness . More than with the vague "brand awareness", this concept
can be translated more effectively into our language as "the awareness,
knowledge or notoriety of a brand within its target audience ".
In the perception of the public, it is very important that a
Brand relates to the satisfaction of certain values. Only in this way, in fact,
a potential consumer will think about the brand in question when he needs a
certain good or service connected to it.
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The concept of Brand Awareness, however, refers
"only" to the degree of knowledge that the target audience has of a
specific brand and differs, for this reason, from the Brand Reputation , which
instead regards the online reputation and, therefore, the qualitative aspect of
public consideration.
What is the Aaker
pyramid and what is it for?
In marketing there is a tool to measure the reputation of a
brand. It's called the pyramid of David Allen Aaker and identifies four
different stages:
Absence of knowledge
: at the base of the pyramid we find those brands whose existence potential
customers have not even the slightest idea.
Minimum knowledge
: going up the pyramid, you meet the brands that are recognized by customers,
but only in the presence of a question or a stimulus. In this case we speak of
"solicitation solicited".
Strong knowledge :
even higher are the brands that immediately come to the mind of a potential
customer when he thinks about the reference field of the Brand itself.
Top of Mind : the
last level of the pyramid, the highest and the least numerous, is the one
reserved for the leading brands in the sector.
How to measure and
how to improve Brand Awareness
The Aaker pyramid provides a theoretical tool for
understanding the level of awareness, knowledge and notoriety of a brand within
the target audience.
At a practical level, however, some online tools come to the
rescue that allow you to objectively measure Brand Awareness on the web: the
most famous and used are Google Analytics (through which you can obtain
valuable information on your website, such as the number of visits, traffic
sources, conversions and bounce rate) and Facebook Insights (which provides a
detailed overview of the web traffic of a given page of the social network).
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To improve Brand Awareness on the web, the starting point is
to identify the main keywords for which you want and can appear effectively
online. Then, also on the basis of the information obtained from the analysis
of the keywords and taking into consideration its target audience, it is
important to carry out ad hoc marketing campaigns with the set objective of
improving the brand's reputation.
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