The Brand Awareness o brand awareness is a value that expresses the level of awareness of a brand in percentage. Specifically, it shows how many people can remember a certain brand with or without support.
Determination of brand awareness
Brand awareness is determined through surveys. Participants are asked to what extent they can remember a particular brand or, for example, recognize its logo. Whether they can brand the correct product category is also relevant. The measurement of brand awareness is essential for brand companies, for example, to be able to respond to a reduction in brand awareness with appropriate measures. If brand awareness declines, companies may suffer sales losses, because brand familiarity and trust are important factors in the purchase decision for many consumers.
Brand awareness degree
Brand awareness can be distinguished by these three types:
- Top of mind
- Recovery without help
- Assisted memory / accreditation
In testing, participants are asked which brands they think of when considering a particular product group. The brand that is named first by a survey participant is called "top of mind" or "tip of the tongue." Brands that are named and assigned to the correct product category without assistance are recorded as unaided recalls. When a respondent can only remember one brand after showing it to them, it is called "assisted retrieval."
Influence of brand awareness when buying online
When shopping on the Internet, you cannot personally verify the quality of a product by touching or testing it. The fame of a particular brand is, in this way, even more important than a local store. Consumers associate certain properties with well-known brands and have a specific attitude towards a product. Consumer confidence in a brand is reflected in their willingness to buy from the online store.
In practice, however, there are still other influences on the purchase decision, for example:
- The information that is offered.
- The choice of secure payment methods.
- Loading times.
- The price.
Relevance for SEO
A feasible task within SEO can be to strengthen the brand awareness of a company. For this, the web will be optimized in such a way that more consumers find the information that is offered or the online store. As a result, brand awareness can be increased. In this case, increasing brand awareness becomes the objective of commercial promotion. For this you can use OnPage and OffPage optimization. However, at the same time as search engine optimization, additional measures must be taken in the area of Online Marketing:
- Public relations (PR) measures (eg press releases, sponsorship).
- SEM (for example, ads in the Google AdWords search engine).
- Viral Marketing / Social Media Marketing.
- Email marketing (for example, newsletters).
- Banner marketing or Display Marketing.
- Affiliate Marketing.
- Coupons.
- Referral Marketing.
- Content Marketing.
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