M1 PRODUCT AND BRAND MANAGEMENT

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BRAND AWARENESS?
Brand awareness is a marketing term for the degree to which consumers recognize a product
by its name. Ideally, consumers' awareness of the brand not only means recognition but also
includes positive perceptions of the product versus the competition.
Studies have found that consumers naturally pay more attention to products with higher brand
awareness, influencing how well they recognize and remember these brands.1 Entrepreneurs
can build brand awareness by creating thought leadership content, volunteering, and building
a strong network.

How Brand Awareness Works

Products and services with high brand awareness will likely generate more sales. When faced
with choices, consumers are simply more likely to buy a name-brand product than an unfamiliar
one.
Building brand awareness starts by connecting your product or service to a clear and
compelling value proposition.3 For example, Verizon's "Can you hear me now?" campaign
effectively captured the attention of its target audience and highlighted its expanded service
coverage, resulting in a 10% increase in net customers to 32.5 million in the first year.4 Other
key strategies include establishing a strong online presence, using visually appealing designs,
and actively engaging with your audience through social media, email, and other platforms.3
Another example of successful brand awareness is the soft drink industry. Without their
packaging, many soft drinks are indistinguishable, and sugary beverages are known to
contribute to chronic diseases like diabetes.5 However, industry giants like Coca-Cola and
Pepsi rely on strong brand awareness to ensure consumers choose their products despite these
health risks and competition from alternatives. Over the years, their effective advertising and
marketing strategies have significantly increased brand recognition, leading to higher sales.

CONSUMER BRAND KNOWLEDGE?

Brand knowledge definition: brand knowledge refers to a consumer’s understanding and recall
of a brand and its products.
Brand knowledge is typically concerned with the consumer’s ability to remember, say, or
associate a brand with the correct:
Brand story
Brand values
Brand partnerships
Products
Customers who can recite this information are considered to have a high level of brand
knowledge.
For example:
People who have read the book Shoe Dog by Phil Knight have a high level of brand knowledge
about his company, Nike.

BRAND IDENTITY
Brand identity describes the externally visible elements of a brand that identify and distinguish
the brand in consumers' minds. While this can include visual aspects, such as color, design, and
logo, it also includes the type of language and interactions a brand has with consumers. A
strong brand identity is built with a strategic intention to cultivate a certain brand image in
consumers' minds.
A brand identity is composed of various branding elements, like a company's name, logo, visual
elements, language and tone of voice. It also describes the way a brand interacts with
consumers across different channels, such as its website, social media, and email.
A strong brand identity:
 Is recognizable by consumers and helps the company stand out from the competition
 Stands for a set of values and traits that resonate with the target audience
 Is consistently expressed across a company's channels
 Strengthens a company's popularity and presence in the market
 Contributes to a company's positive reputation, communicating
Building Brand Identity
The steps a company should take to build a strong, cohesive, and consistent brand identity will
vary, but a few points apply broadly to most:
Analyse the company and the market. A complete SWOT analysis that includes the entire
firm—a look at the company's strengths, weaknesses, opportunities, and threats—will help a
brand understand its positioning relative to the competition.
Determine key business goals. The brand identity should help fulfil these goals. For example,
if an automaker is pursuing a niche luxury market, its ads should be crafted to appeal to that
market. They should appear on channels and sites where potential customers are likely to see
them.
Identify its customers. Conducting surveys, convening focus groups, and holding one-on-one
interviews can help a company hone in on its target audience and understand their needs and
desires.
Determine the personality and messaging it wants to communicate. Brands should focus on
creating a consistent and specific perception rather than trying to combine every conceivable
positive trait. All brand elements, including both copy and design aspects, should align to
deliver a coherent image and message.
BRAND PERSONALITY
Brand personality is a recognizable set of characteristics and traits that a brand conveys to its
customers. Brand personality is, quite obviously, the personality of a brand — it's what makes
a brand relatable and memorable to its customer base. When done well, your brand can build
loyalty among your target market by displaying those characteristics.
Just like people have personalities, brands can have personalities, which help customers
connect and understand brands on a deeper level. Brand personality is how your company
expresses itself through its tone of voice, core values, beliefs, and visual identity. It’s not just
about what your brand looks or sounds like — it’s about how customers feel when interacting
with your business.
Brand personalities often have a combination of human traits. Here are some examples:

 Trustworthy — reliable, dependable, honest

 Dynamic — energetic, outgoing, ambitious
 Fun-loving — playful, light-hearted, quirky
 Innovative — f forward-thinking, creative, revolutionary
Key ingredients of a strong brand personality
A brand’s personality framework should complement the products it advertises and the lifestyle
its target audience wants to emulate. However, brand personality should also be about the big
picture. The ingredients that make up a strong brand personality should include:
Clarity. A clear and concise brand personality helps consumers understand what your brand
stands for and represents. For example, Jeep is a brand that embodies ruggedness, which is
reflected in its commercials and marketing materials through visual imagery that highlights
rugged terrain, harsh weather conditions, and challenging situations while emphasizing action
and adventure.
Consistency. Consistent branding helps build a strong brand image and increase revenue by
23%. Brand guidelines are key to showing brand personality traits across the board. Social
media accounts, marketing campaigns, and marketing materials should all reflect the brand
story, personality, and tone of voice you chose when you built your brand.
Reliability. Consumers are more likely to support brands they can relate to and connect with
on a personal level. In fact, 46% of consumers in the United States are willing to pay more for
products from brands they trust. If your brand has a personality people can connect with, that
connection can then develop an enduring trust.
Memorability. Brands with strong personalities are easier to remember and recognize, making
them more appealing to consumers. Brand awareness is powerful — 82% of people searching
for a product or service online select a familiar brand first. A positive brand experience and a
brand personality that highlight differentiation (what sets you apart from your competitors) can
make your brand hard to forget.
BRAND ASSOCIATION
Brand association is the mental connection, feelings, and responses that occur when you think
of a particular company, its products, services, and ethos. For example, Apple uses elegant,
minimalist branding to promote the simplicity of its products. Adidas creates evocative logos
and messaging to encourage associations with energy, vitality, and athleticism.
Cultivating positive brand associations is key to a company’s success. It helps promote brand
recall and brand equity and increases customer retention and loyalty.
Brand association usually elicits an immediate response; negative or positive. This reaction can
be based on a variety of criteria. This includes:

 Brand identity
 Brand assets
 Company reputation
 Personal experience of the company
 Influence of friends and peers
 Responses to previous marketing, advertising, and social media campaigns.
How to build a positive brand association
Define your brand voice and identity
Today’s customers want to align themselves with brands that share their values and they feel a
connection with. This is only possible if you effectively define and communicate your brand
voice. Your audience should have a clear understanding of how your brand helps its customers
and what it stands for from the get-go.
Take a look at every touch point your customer has with your company and make sure your
brand’s unique personality and character shine through. This must be consistent throughout the
entire customer journey; from your customer service to your website landing pages; from your
packaging to your tone of voice.
Choose the right partners
Forming and nurturing the right partnerships is an important part of building positive brand
associations. The companies you collaborate with and endorse should be squeaky clean in
terms of their own reputation and the other brands they are connected with. They should be
able to clearly demonstrate that they share the same values and beliefs as you and the
connection between the two companies must be authentic, credible, and communicated well.
Be memorable
In a media-saturated world it is a challenge to stand out from the crowd, but stand out you must.
We’ve mentioned the importance of presenting a cohesive brand identity already. Take an
objective look at your marketing strategy and pinpoint some creative ways you can stick in
your customer’s minds in a positive way. Think about how you’d like people to engage with
your brand and how you want them to feel when they think of your products. Then devise
creative ways of conjuring up those emotions and experiences in your marketing
communications.
CUSTOMER-BASED BRAND EQUITY
Customer-based brand equity (CBBE) is used to show how a brand’s success can be directly
attributed to customers’ attitudes towards that brand.

The best-known CBBE model is the Keller Model, devised by Professor of Marketing Kevin
Lane Keller and published in his mighty Strategic Brand Management.
The Keller model is a pyramid shape and shows businesses how to build from a strong
foundation of brand identity upwards towards the holy grail of brand equity ‘resonance’: where
customers are in a sufficiently positive relationship with a brand to be advocates for it.
The 4 levels of Keller’s CBBE model
Level 1: Brand identity (who are you?)
This is how customers look at your brand and distinguish it from others. It explores the words
and images buyers associate with when they hear a particular brand name. It’s the most
important level and must be strong to support the rest of the pyramid above it. Brand identity
quantifies the breadth and depth of customer awareness of a brand. Start to build it when
customers are unaware of your products and values, attracting them with ad campaigns and
targeted marketing.
Level 2: Brand meaning (what are you?)
Once customers become aware of your brand, they’ll want to know more about your product.
They’ll question its features, looks and style, reliability, durability, customer experience and
value for money, to find its brand meaning. For the purposes of brand reputation, Level 2 is
split into two categories:
Brand performance: This covers product functionality, reliability, durability, and price as well
as customer service and satisfaction. It’s ‘it does what it says on the tin’ territory and when it
performs well, customer opinion will be positive.
Brand imagery: different, but equally important, imagery meets the customers’ social and
psychological needs. What does the brand appear to be to customers? Volvo appears Scandi-
chic, family-orientated, safe and eco-responsible; Cushelle soft, homely and cozy. This
messaging can come out in targeted marketing and word of mouth.
Level 3: Brand response (what are the feelings for the brand?)
On this level of Keller’s model, judgment and feelings can be hard to separate and are intensely
personal for each individual customer. One customer may judge the brand irrelevant to them,
whereas another will find it completely relevant. Another may make their own value
comparison against another product, harshly or fairly. And add to the mix actual interaction
and perceived reputation and you can see how hard it can be to quantify how customers feel
about a brand and how much they trust it. Companies need to respond to judgments and build
positive feelings about the brand once they know what they are.
Level 4: Brand resonance (a strong relationship)
The apex of Keller’s CBBE model is resonance: when a customer is loyal to a brand, considers
it superior, will buy no other and advocates its merits to others. Many things resonate with
customers: lifetime experience, customer service, products and value. A good measure for
resonance is the Net Promoter Score that asks one simple question: ‘How likely is it that you
would recommend [Product X] to a friend or colleague?”.
Keller’s model is deceptively beautiful in its simplicity; building customer-based brand equity
is, in reality, a long and hard road. When you start at the bottom with a great brand identity,
then get customers to know your brand and your business gradually, you’ll create a brand that
people will like, trust and which will ultimately be successful.

HOW TO BUILD STRONG BRAND

Brand-
A brand defines a business, product, service, person, or concept in the market. It differentiates
your business from others in the same industry and has a set of rules (called brand guidelines)
that dictate how that business will be marketed and presented. Branding is the process of
establishing a brand—how it looks, what it sounds like, and the defined target audience it hopes
to reach.
build a brand in 7 steps
1. Research your target market
2. Determine your brand’s voice and personality
3. Choose your business name
 4. Write your brand story
5. Create a brand style guide
6. Design your logo and brand assets
7. Apply your branding across your business
As a small business owner, taking the time to establish your brand image is critical, especially
if you’re entering a crowded market. Plus, creating a solid foundation for your brand identity
can help you build brand awareness over time.
While you might revisit some steps as you pivot or create your brand, it’s important you
consider each aspect as you shape your brand identity. Bookmark this guide as a handy resource
to access throughout your brand building journey.
1. Research your target market
The first step to building a successful brand is understanding the current market: Who are your
potential customers and competitors? Every solid brand strategy and business plan is based on
this very question.
You can’t create a brand logo unless you know your audience's preferences. And developing a
unique brand personality can only happen once you know the competitive landscape.
There are many ways to conduct market research before you start the brand building process:
Google your product or service category and analyze the direct and indirect competitors that
appear in search results.
Talk to people who are part of your target market and ask them what brands they buy from in
your industry.
Look at the relevant social media accounts or pages your target audience follows.
Shop online or in retail stores and get a feel for how your customers would browse and buy
products.
Investigate trends in your industry by reading publications, browsing social media, and using
Google Trends.
During your research, note the biggest brands in the market. What are they doing right? What
do you offer that they don’t? This is called your unique selling proposition (USP).
You should also pay attention to the habits common to your target audience, like the platforms
they use most, the language and slang they use, and how they engage with other brands. These
insights will help you understand where and how best to reach them.
2. Determine your brand’s voice and personality
Branding isn’t about trying to be everything to everyone. A strong POV will speak to the
audience you care about most. It will tell this group that yours brand is for them. To develop
this POV and a distinct brand voice, there are several exercises you can complete.
Create a positioning statement
A positioning statement is one or two lines that stake your brand’s claim in the market. It won’t
necessarily be a public-facing statement, but will help steer the direction of your brand story
and other parts of your brand guidelines.
A positioning statement should outline what you sell, who it’s for, and what makes you unique.
Your value proposition is what’s going to give you an edge—even in a crowded market.
Use this template to create yours:
“We offer [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION].
Unlike [THE COMPETITION], we [KEY DIFFERENTIATOR].”
An example positioning statement might look something like this:
“We offer lightweight and waterproof daypacks for travelers, which fold into a wallet-sized
pouch when not in use. Unlike other accessory brands, we guarantee our packs for life—no
questions asked.”
Brainstorm using word association
Imagine your brand as a person. What are they like? Do they have the kind of personality your
customers would be attracted to? Describe this person. How can your description translate from
a person to a brand?
Fashion branding expert Joey Ng suggests narrowing your list of adjectives down to just three
of the best words. “Find your niche and define in very few words what makes your brand
distinctive,” she says. “If something doesn’t fit those original three words—even though you
might like it—scrap it. Establish the core message, nail it, then expand.”
Hone your brand voice and tone
Your brand voice and tone will help you hone in on how you want to sound to customers and
what you want them to feel when they interact with you. Is your voice cheeky or serious? Does
it aim to be a reliable friend, a muse, or a trusted expert?
Establish a list of dos and don’ts that govern the language you will and won’t use in your
communications. You may even want to drill down on specific communications channels like
social media or customer service: How does your tone change depending on the situation?

3. Choose your business name

Your company’s name is probably one of the first big commitments you’ll make as a business
owner. Ideally, you want a brand name that isn’t being used by another company (especially in
your industry), has available social media handles, and is a fit based on your brand or products.
It should be easy to remember and hard to imitate.
A few approaches to choosing a brand name include the following:
Make up a brand new word (e.g., Pepsi).
Reframe a word unrelated to your industry or product (e.g., Apple for computers or Maple for
health care).
Use a suggestive word or metaphor (e.g., Buffer).
Describe it literally (e.g., The Shoe Company or Home Depot).
Alter a word by changing its spelling, removing letters, adding letters, or using Latin endings
(e.g., Tumblr or Activia).
Create an acronym from a longer name (e.g., HBO for Home Box Office).
Use a portmanteau: Pinterest (pin + interest) or Snapple (snappy + apple).
Use your own name (e.g., Donna Karan or DKNY)
Ecommerce website page for brand Nood
Nood used an alternate spelling of “nude” as a brand name—an appropriate association for a
hair removal company. Nood
If your first choice domain name isn’t available for your brand (e.g., yourbrandname.com),
consider other ways to snag a domain name that works. For example, lingerie company
Pepper’s domain name is wearpepper.com. You can also play with the top-level domain. Try a
localized version like .co.uk or .ca.
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4. Write your brand story
Your brand story is the autobiography of your business and sometimes your own story as a
founder. It’s a useful tool for branding because it humanizes your business to create meaningful
connections with customers. Buyer trends point to an appetite for meaningful relationships with
brands. The best way to do this is through a compelling, transparent, and authentic story.
What elements of your story will resonate with your target audience? What do they need to
know to connect with you as a person? How do you wrap your brand values and mission into
your story to tell customers, “This is a brand for you”?
Ecommerce website page for brand Soko Glam
Soko Glam’s brand story is woven into founder Charlotte Cho’s own. That’s because she built
her personal brand before launching products. Soko Glam
Ecommerce website page for brand Skyn Iceland
skyn ICELAND’s story focuses on the brand’s origin, not the people behind it. It’s compelling
nonetheless, with beautiful descriptions of the land that inspired the brand. skyn ICELAND
Creating a catchy slogan
Once you’ve established your positioning and your brand story, you can use this work to create
a snappy slogan for your business. A good slogan is short, catchy, and makes a strong
impression.
A clever slogan can increase brand awareness as customers start to recognize it—even when
it’s divorced from your brand.
Here are some ways to approach writing your slogan:

Stake your claim, like this example from Death Wish Coffee: “The World’s Strongest Coffee.”
Make it a metaphor, just like Red Bull did: “Red Bull gives you wings.”
Adopt your customers’ attitude, like this unforgettable slogan from Nike: “Just do it.”
Speak to your target audience, like this example from Cards Against Humanity: “A party game
for horrible people.”
Try a catchy rhyme, like this Folgers coffee slogan: “The best part of waking up is Folgers in
your cup.”
Establish an aesthetic or taste level, like this example from Aritzia: “Everyday luxury to elevate
your world.”

5. Create a brand style guide

Now comes the fun part. Your style guide will include all the visual decisions you make for
your brand. This guide will come in handy when you build your website, design your social
media profile pages, and create product packaging.
Choosing your colors
Colors are important because, alongside copywriting, they tell potential customers how to feel
about your brand. While color psychology is a contested science, there are some general
associations you can make between color and mood. Moody darker cool colors may
complement an edgy brand or a sleep brand while warm pastels tell a soothing story for baby
or wellness brands.
Ecommerce website page for brand De Soi
Beverage brand De Soi uses a muted palette of 1970s-inspired colors like gold and ochre. De
Soi
Ecommerce website page for brand De Soi
The palette carries through De Soi’s other properties, like its Instagram profile and content. De
Soi
Tips for choosing colors for your visual identity:
Consider how legibly white and black text will appear over your color palette.
Don’t use too many colors in your logo—it should be identifiable as a single color in a black
and white format.
Research your target market, use focus groups, and understand the specific cultural or
demographic differences that might affect a user’s perception of color.
Limit your palette to one to two main colors, with a set of accent colors that rotate in and out,
depending on application.
presentation
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Selecting a suite of fonts
Fonts work alongside colors to establish a recognizable look for your brand across social, your
website, packaging, and other marketing materials.

As a general rule, choose two fonts: one for headings and one for body text (this might not
include the font you use in your brand’s wordmark). Home brand Floof uses one sans serif font
for navigation and headers and another serif font for the rest of the text. Note that its logo—a
simple wordmark of its brand name—is a unique font not used anywhere else:
Ecommerce website page for brand Floof
Save decorative fonts for your logo or in very limited applications while using a simple,
accessible font for your website and product information on packaging. Forét’s fonts are simple
and clean, making them legible at any size:Ecommerce website page for brand foret
Determining aesthetic elements and effects
If you use a lot of lifestyle photography for your brand, you may want to establish a set of rules
to set the tone no matter who’s producing photos. Maybe that includes guidelines for mood,
photo filters, colors, or other effects.
You can also design a set of graphic elements that you use across your branded properties.
These may be characters, squiggles, or texture effects. Rotten candy brand uses consistent
graphic elements like electrified stripes and grainy textures across its branding:
Ecommerce website page for brand Rotten
While OffLimits cereal uses a wordmark for its logo, consistent graphic elements, like a family
of brand mascots, show up across all surfaces:
Ecommerce website page for brand OffLimits

6. Design your logo and brand assets

While a logo design is one of the first things you might think of when building a brand, it
should happen later in the process. That’s because it’s a critical identifier for your brand in the
wild—and it’s hard to change once you’ve locked it in.
Your logo should be unique, identifiable, and scalable so it works at all sizes. It should also
encompass all the work you’ve done on your brand so far. Does it invoke the feeling you hope
to inspire in your customers? Does it tell a story that aligns with your brand values? Does it
work in your brand colors?

Consider all the places where your brand’s logo will show up:
Website
Social media avatar
Product packaging
Video ads
YouTube channel banner
Browser favicon (the tiny icon that identifies your open browser tabs)
Email marketing
Press mentions and partnerships
You may need to create a few versions of your logo to make it work across applications. If you
have a text logo, for example, it’ll be almost impossible to read as a favicon or social avatar.
Create a simplified visual version of your logo that works as a square or circle.
Types of logos
Wordmarks, lettermarks, and other type-based logos are the most common type of logo for
modern brands. But other styles may work better for you, depending on your goals and
aesthetic. Some logo types include the following:
Abstract logos are a combination of shapes and colors that don’t easily tie back to anything in
the real world. These are best used as a secondary logo, paired with a wordmark, while you
build brand recognition.
Mascot logos are represented by the face of a character or real person you use as an ambassador
for your brand. They can humanize your business by creating a relatable personality. This
works best for kids’ brands or those looking for a retro feel (e.g., Wendy’s, Colonel Sanders
for KFC).
Emblem logos are often circular and combine text with an emblem for a luxurious brand design.
Avoid making them too fussy or they won’t scale (e.g., Polo Ralph Lauren).
Icon logos represent your brand as a visual metaphor. Unlike an abstract logo, an icon logo
suggests something about the product (e.g., YouTube’s Play button logo).
Wordmarks or lettermarks are type-based logos that are either your full business name, a
combination of letters, or an initial.
Brand identity logo examples
Because of the limitations for each logo type, you can play with a combination of styles and
have secondary or tertiary logo. Beauty brand Glossier has a simple wordmark logo used across
its website and packaging:
Ecommerce website page for brand Glossier

For applications with less space, Glossier’s secondary logo—a stylized letter “G”—is used for
legibility, like this example on its YouTube channel:
YouTube Channel page for brand Glossier
Mushroom-based supplement brand Eons uses a combination of a wordmark and an icons logo
(a simplified mushroom shape). These are used together or separately, as you can see here in
different applications:
Ecommerce website page for brand Eons
Lazypants also uses this approach, with a combination wordmark and icon that can be used
independently, such as in this example where the icon only is stitched into its garments:
Ecommerce website page for brand Lazypants
Designing your own logo
New brands often work within a small budget. If this is the case for you, consider designing a
logo yourself. You can use a free tool like Canva or try a logo maker. These work by generating
sample logos based on basic information about your business.
If you lack design skills or confidence handling this important task yourself, consider hiring a
pro. You can outsource the design through gig sites like Fiverr or Upwork or run a logo contest
on 99Designs. If you’re running a business on Shopify, there are many Shopify Experts you
can hire to design your brand identity (and even your website, too!).

7. Apply your branding across your business

Applying your branding across your business gives it a cohesive brand story. No matter where
customers encounter your brand—through a TikTok ad, in a retail store, or in their inbox—the
experience should be familiar and recognizable.
As you build your website, set up your social accounts, and create your marketing plan, refer
back to your brand guidelines, mission statement, and values to ensure every decision keeps
target customers top of mind.
Ecommerce website page for brand OffLimits
OffLimits built a distinct brand through the use of cheeky copy, relatable character mascots,
and a recognizable design aesthetic. OffLimits
Your website is the palace where you’ll have the most control over your brand identity. Use
this space to its fullest potential. Ecommerce website templates are a great jumping off point.
Most of these, like the themes in Shopify’s Themes Store, are fully customizable, meaning you
can apply your brand colors, fonts, and assets to a flexible layout.

BRAND BUILDING BLOCKS

A brand is more than a logo, slogan, or color palette. To build a successful brand, there’s plenty
of groundwork you need to do before you can start designing a website or creating marketing
materials.
Here are the building blocks to include in your brand guidelines document:
Target audience
Defining your target audience is one of the most important stages of creating a brand from
scratch. Everything stems from this. Defining your audience in detail helps you build a brand
that speaks directly to it. Later in this article, you’ll learn tactics for understanding this
audience.
Brand identity
Your brand identity encompasses your business name and the visual elements that define your
brand, from your logo and colors to the aesthetic of your photography and your social media
handles. Brand identity also includes your brand’s story and competitive advantage.
Brand voice
Brand voice is how your brand sounds. Defining this ensures brand consistency across every
customer touchpoint. If your customers expect a cheeky, frank tone from you on social media,
carry that through into your website copy and other communications.
Mission and values
Your brand’s mission is the North Star for your business. It establishes both a goal for your
company and a promise to your customers. Your values are what your brand stands for. Both
are important as you build your brand because they keep your decisions in check. Whatever
you do as a brand should always stay true to your mission and values.
Style guide
Your brand style guide is one part of your larger brand guidelines. It spells out exactly how
your brand will surface on every platform or channel. It covers acceptable use of your logo,
fonts, brand voice and tone, and the overall aesthetic of your brand. It’s a useful guide as you
scale, hire, and use agencies to create work on your behalf.
BRAND KNOWLEDGE
Brand knowledge is recognizing and understanding the features, benefits, and value of a
brand’s products or services. Branding helps customers form expectations about what they can
expect from a product or service, allowing them to make informed decisions.
Brand knowledge can be seen in how well customers can recall and recognize information
about the brand, such as its logo, slogan, and other attributes. Brand knowledge also involves
understanding how the brand is perceived in the marketplace, what it stands for, and its
competitive advantages or disadvantages.
Brand knowledge is the consumers’ understanding of a brand, which encompasses both
descriptive information (such as “this car is fast”) and evaluative statements (“I like this car”).
This stored information helps individuals answer questions about brands and make purchasing
decisions.
Brand-related thoughts, awareness, and image comprise brand knowledge which affects
consumer responses (Keller, 1993, 2003). This happens when diverse information, such as
attributes, feelings, benefits, thoughts, images, awareness, etc., are correlated to a brand.
Brand knowledge helps to create a positive impression of the brand and build upon its
reputation. It is a key factor in the success of any brand. It allows businesses to create a brand
identity for themselves and build customer loyalty by creating and promoting a brand that
stands out.
Importance of Brand Knowledge
Brand knowledge is essential for companies to create a successful and lasting brand. Brand
knowledge helps customers recognize the value of a company’s products or services and builds
customer loyalty over time.
Brand awareness also impacts how consumers view the products and services offered by the
company, which, in turn, affects their decisions to purchase from that company.
M