{"id":8815,"date":"2019-01-14T10:17:02","date_gmt":"2019-01-14T15:17:02","guid":{"rendered":"https:\/\/referralrock.com\/blog\/?p=8815"},"modified":"2024-07-09T11:18:55","modified_gmt":"2024-07-09T15:18:55","slug":"types-of-brand-awareness","status":"publish","type":"post","link":"https:\/\/referralrock.com\/blog\/types-of-brand-awareness\/","title":{"rendered":"What Are the Different Types of Brand Awareness?"},"content":{"rendered":"

In order to come up with an effective and well-rounded brand awareness campaign, it is important to identify and differentiate the various types of brand awareness. Previously, we\u2019ve written an article explaining what is brand awareness<\/a>. In this article, we will focus on the types of brand awareness, how to measure each type, and successful brand awareness examples<\/a>\u00a0of companies that have creatively put all the brand awareness types together.<\/p>\n

The different types of brand awareness<\/h2>\n

These are different ways to help your customer identify your brand. Here are the different and common types of brand awareness.<\/p>\n

Brand recall<\/h3>\n

What is brand recall? This is defined as a customer\u2019s ability to elicit a brand name from their memory as a result of a prompt by a product category. If a consumer hears the word \u201cairlines\u201d (a product category in this case), it should bring specific brand names to mind.<\/p>\n

Usually, a customer is able to recall at least 3 brands. A few can recall 7 brand names, and at least 1 to 2 brand names for product categories that they have low interest in. Brand recall shows that there is a strong link between the product category and brand. Brand recall is also referred to as unaided or spontaneous recall.<\/p>\n

What determines the number of brand names that consumers can recall in a product category?<\/p>\n

The number of brands that consumers can recall in a product category is determined by factors like the awareness set size, usage factors, brand loyalty<\/a>, and situational factors. A consumer who frequently uses a product category, for instance, a mom who frequently uses detergents in her cleaning is highly likely to recall more brand names under the product category \u201cdetergents\u201d than a man who outsources his cleaning services. For the mom, \u201cdetergents\u201d will be a high-interest category, while to the man, it will be a low-interest category.<\/p>\n

Brand recognition<\/h3>\n

Defining brand recognition is to help\u00a0customer\u2019s ability to differentiate a brand when in contact with it. The customer need not remember exact brand names. But when a brand name is given, the customer is able to state the product or product category, for instance.<\/p>\n

Brand recognition can also happen through other features like slogans, packaging, logos, and jingles. Icing on the cake – most of these are tools, like a logo maker<\/a>. It is also known as aided brand recall.<\/p>\n

Brand recognition is an indication of the fact that a brand is reaching its target market. A larger number of customers could easily recognize a brand when aided when compared to accurately remembering a brand name when they only have the product category.<\/p>\n

Top-of-mind awareness<\/h3>\n

What exactly is top-of-mind brand awareness? This is defined as the first brand that comes to a customer\u2019s mind when they are asked an unprompted question about a product category. It is a response that is \u201coff the top of your head\u201d.<\/p>\n

When the same concept is applied to a larger group of consumers, it is then referred to as the most remembered or most recalled brand name. Sometimes, there can be many recalled brand name.<\/p>\n

Brands that consumers can remember \u201coff the top of their head \u201d are highly likely to be considered during purchase. This is especially true where the consumer has to choose among competing brands and if there are positive associations with the brand. This usually happens in the cases of impulse buying or low-involvement categories.<\/p>\n

Brand dominance<\/h3>\n

Here\u2019s how we can explain brand dominance. This is when a consumer can only recall one brand name in a product category.<\/p>\n

When a large number of people can only recall a single brand name in a product category, we talk of that brand name having become a household name. A household name is seen as an indicator of brand success.<\/p>\n

Sometimes, brand names become synonymous with product categories. Such brands are said to be generic brands. A good example here are brands like Coke and Kleenex. Usually, when one wants a beverage, they are likely to ask for a coke.<\/p>\n

While it might look like a great idea for a brand to end up being generic, it may work against a brand where competing brand names are introduced at the request of the generic brand name.<\/p>\n

For instance, one may request for a Coke at a restaurant, but instead is presented with an alternative which may be cheaper, or \u201chealthier\u201d for instance.<\/p>\n

How to test and measure the different brand awareness types<\/h2>\n

A variety of methods are used to measure the different types of brand awareness<\/a>. The most common one is surveys. The surveys involve samples of customers whose knowledge of a brand or product category is tested.<\/p>\n

The types\u00a0of tests used for brand awareness:<\/p>\n

1. Unaided recall tests<\/strong><\/h3>\n

A consumer is presented with a product category. They are then asked to nominate brands. No clues or cues are given. These are usually tests for brand recall.<\/p>\n

Calculating brand recall<\/strong><\/h4>\n

You need to have conducted a survey in order to calculate brand recall. Divide the number of survey respondents who managed to correctly identify or suggest your brand by the total participants in the survey. Multiply the results by 100. This should convert it to a percentage.<\/p>\n

\"brandrecall\"<\/p>\n

Brand recall helps measure pre-purchase awareness<\/strong>.<\/h4>\n

More metrics like\u00a0website traffic growth<\/a>\u00a0and\u00a0net promoter score<\/a>\u00a0are required in order to measure purchase intent which can shed more light into purchases.<\/p>\n

2. Aided recall tests<\/strong><\/h3>\n

The consumer is prompted with a brand name and then asked whether they have seen or heard it before. The consumer might be asked to explain what they know about a brand or describe its visual features like packaging, logos or brand colors. These tests are used for brand recognition.<\/p>\n

3. Other brand-effects tests<\/strong><\/h3>\n

These are used in conjunction with brand recall tests. They may not be measures of brand awareness, but are used to indicate brand health. Let\u2019s delve into a few of these.<\/p>\n

Brand association tests <\/strong><\/h4>\n

A good example that will help you understand brand associations is what can is referred to as \u201cPR disasters\u201d. If they get to social media, it could completely destroy a brand\u2019s reputation. A brand association test is usually done via surveys and\/or focus groups. These tests could be affected by response bias due to the pressure at the back of their minds to give maybe favorable answers to the direct questions. They could also be a bit costly, so you may need to have the surveys done online.<\/p>\n

When done online, the respondents could be shown a brand logo and are asked to type the first word that they would use to describe the brand. Sometimes, the respondents may be asked to type up to 5 words. With online surveys, respondents may get brand names mixed. The number of brands that respondents can identify online are also limited. Here are\u00a0Coke<\/a>\u00a0brand associations.<\/p>\n

Search data is also a good source of brand association information. This could be data from search terms on Google, and on Google Trends. You can check out related topics and queries on Google Trends.<\/p>\n

Brand attitude<\/strong><\/h4>\n

This is simply what customers feel or think about your brand. Brand attitude can be described via words like favorable, unfavorable, or neutral. To test for brand attitude, you need to have a set of statements that respondents agree or disagree with. The choices could range from strongly disagree to strongly agree. You can also test both general and specific concepts. You may want your brand\u2019s favorability\u00a0ranking well\u00a0when compared with competition, this is why the test is performed.<\/p>\n

Specific concepts that you may want to test include brand and product characteristics, as well as the experiences associated with the brand or product (these concepts are known as brand pillars, the attributes that you would like your brand to communicate). Brand pillars have to do with the value your customers feel that they get from your product\/service, whether your customers feel that they trust your brand, and whether they feel that your product is of good quality.<\/p>\n

It helps to find out how respondents arrived at the expressed views. Allow them to give this feedback using their own words. This will give further insights on what contributes attitudes towards your brand and the areas of improvement that you need to focus on.<\/p>\n

Brand affinity analysis<\/strong><\/h4>\n

This is an analysis of the words that are associated with a brand. Usually the set of words is presented to the respondents. It is classified into positive and negative terms. You then need to calculate and tabulate the responses. Here is an\u00a0<\/a>example:<\/p>\n

\"Brand<\/p>\n

Brand salience <\/strong><\/h4>\n

An example of how brand salience is measured would be in supermarkets. Products are placed on a shelf each with equal shelf space. Customers are then shown photos of that shelf and asked to name the brands. The speed at which the consumers nominate a brand is what is referred to as visual salience. This is used as a test of a product\u2019s visual identity (logos, packaging, and brand colors).<\/p>\n

Examples of companies with the most successful campaigns<\/h2>\n

Looking at concepts and strategies is one thing, here are some of the most successful brand awareness campaign examples.<\/p>\n

Dove\u2019s \u201cCampaign for Real Beauty\u201d<\/h3>\n

This is one of the campaigns that is widely discussed in the field of marketing. It has been dubbed\u00a0<\/a>the campaign of the century<\/a>. The campaign is more than a decade old, having began in 2004. This campaign explores beauty from a very different perspective, that beauty comes within. The\u00a0models used in the campaign<\/a>\u00a0are women different body sizes and skin colors as well.<\/p>\n

The \u201cCampaign for Real Beauty\u201d has taken many different shapes and forms. For instance, in 2013, \u201cThe Dove Real Beauty\u201d sketches campaign\u00a0was thoroughly successful.<\/p>\n