Brand awareness is the consumers’ ability to recognize or
recall (identify) the brand within a given product category in sufficient
detail to make a purchase decision. This also means that the consumers can
propose, recommend, choose, or use the brand. The objectives of most
advertising campaign are to create and maintain brand preference. The first
step is to make potential consumers aware of a brands’ existence. One of the
prominent goals of any business should be to build brand image and awareness of
its product, albeit in as cost – effective manner as possible. Consumer tends
to make purchasing decision based on peer recommendation and direct experience,
as well traditional advertising methods.
Brand awareness is an important way of promoting
commodity-related products. This is because for these products, there are very
few factors that differentiate one product from its competitors. Therefore the
product that maintains the highest brand awareness compared to its competitors
will usually get the most sales. Having knowledge of the existence of a brand
because brand awareness is considered the first step in the sale, the primary
goal of some advertising campaigns is simply to make the target market aware
that a particular brand exists. Often, this effort alone will sell the product
(or service).
The project aims towards increasing the brand awareness since
its one of the effective tool to effect the final purchase decision and the
volume of sales. I had used the topic to find out or measure the brand
awareness level among the customers and the ways to increase its awareness.
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