Brand awareness adalah kemampuan konsumen untuk dapat langsung mengenali dan mengingat suatu merek hanya dengan mendengar namanya atau melihat sesuatu, baik warna, logo, image, dan sebagainya, yang menggambarkan identitas suatu brand.

Brand awareness harus dibangun agar makin banyak konsumen yang aware tentang produk atau jasa yang ditawarkan sebuah perusahaan. Makin tinggi tingkat brand awareness maka makin besar pula peluang sebuah brand untuk meningkatkan angka penjualannya.

Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard. While brand recall is the potential of customer to recover a brand from his memory when given the product class/category, needs satisfied by that category or buying scenario as a signal. In other words, it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned. It is generally easier to recognize a brand rather than recall it from the memory.

Apakah brand Anda sudah memiiliki Brand Awareness yang baik?

DK Consulting Group – Djoko Kurniawan