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The third way,
that brand awareness can affect choices among brands in the
consideration
set,
even
if
there
are
essentially
no
other
associations
to
those
brands.
The strategic values of brand awareness are:
Anchor to which other associations can be attached
Brand
recognition
is
the
basis
first
step in the communication task. It usually is
wasteful
to
attempt
to
communicate
brand
attributes until a name is established
with
which
to
associate
the
attributes. With
recognition
established,
the
task
is
simply to attach of a new association, such as a product attribute.
Familiarity – Liking
Recognition
provides
the
brand
with
a
sense
of familiarity
–
and
people
like
the
familiar.
Signal of Substance or Commitment
Name
awareness
can
be
a
signal
of
presence, commitment, and substance,
attributes which can be
very
important even to industrial buyers. The logic is that
a name is recognized, there must be a reason, such as:
./ The firm has advertised extensively
./ The firm has been in the business for a long time
./ The firm is widely distributed
./ The brand is successful – others use it
Brand to be considered
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