Primary Drivers of Brand Awareness

• A company's brand awareness is governed by four primary drivers.

• The brand recognition, brand recall, brand perception, and the impact of social media on the brand.

• A successful brand is one with a tight lid on these four drivers.

Brand Recognition:

• This is a measure of how recognizable a brand is to the intended market.

According to a study carried out in 2018, nearly 85% of respondents recognized at least one brand within their respective industry.

• This suggests a highly competitive market where success depends on sticking out and grabbing customers' attention.

• 62% of the famous brands ascribed their recognition to successful marketing initiatives, emphasizing the value of strategic advertising in raising brand recognition.

Brand Recall:

• Brand recall, also known as unaided recall or spontaneous recall, describes consumers' capacity to recall a certain brand when confronted with a particular product category or circumstance without the use of any cues from outside sources.

• This study on brand recall revealed a wide range in brand recall rates between industries. A notable finding was that brand recall rates were greater in competitive areas like technology and consumer products. These brands needed to be consistent and send memorable brand messages that leave a lasting impression on customers.

Brand Perception:

• This survey uncovered a critical connection between brand authenticity and consumer loyalty. More than 70% of participants said they were more likely to engage with and trust brands they thought were genuine and open.

• This research underlines how crucial it is to match brand values with consumer expectations and adhere to brand commitments.

• The positive brand perception was linked to excellent product quality (46%) and customer service (34%).

• These factors help brands build lasting relationships and acquire a competitive advantage in the market.