20
Existing
customers
and
dealers
will
enhance recognition merely by being there.
Friends and colleagues of
users will become
aware of
the product just by seeing
it.
Customer base
with segments
that are satisfied and others that like the brand can
provide assurance to a prospective customer, especially when the purchase.
Time to respond to competitive threats
Brand
loyalty
provides
a
firm with
time to
respond
to
competitive
moves.
If
a
competitor develops a superior product, a
loyal
following
will allow the
firm time
needed
for
the
product
improvements
to
be matched
or
neutralized.
With
a
high
level of loyalty, a firm can allow itself the luxury of pursuing a less risky follower
strategy.
2.3.2.2.
Brand Awareness
Brand awareness
is the ability of a potential buyer to recognize or recall that a
brand is a member of a
certain product category. A link between product class and
brand is involved.
Top
of Mind
Brand Recall
Brand Recognition
Unaware of Brand
Figure 2.4 The Awareness Pyramid
The levels awareness is:
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