In 1980s, David Aaker put forward the concept of "brand value" and introduced several methods and concepts of brand building.
You see, no matter how good your product/service is, how high the value it provides, or how high the quality you provide. If consumers don't perceive your brand in the way you want, it will be difficult for your enterprise to gain loyalty and new customers.
Today, I will introduce brand awareness in detail. What is it and why is it important? How to measure?
What is brand recognition? In marketing, brand recognition refers to consumers' views and feelings about the company or products. It is a standard to measure consumers' knowledge and understanding of brand connotation and value.
Brand recognition is a reflection of the company's competitiveness, and sometimes it becomes a core competitiveness. Especially in the mass consumer goods market, the quality of products and services provided by competitors is not much different, so consumers will tend to decide their buying behavior according to their familiarity with the brand.
Although brand awareness and brand equity are both essential for enterprises, their uses are different. As you know, brand awareness helps you understand how customers view your company; Instead, brand equity allows you to quantify the value of your business.
It consists of many factors, such as:
brand loyalty
brand recognition
Brand awareness
Brand correlation degree
Other proprietary assets
... and so on
Essentially, brand equity is the difference between the price consumers pay for a generic product and the price they pay for the same specific brand product.
There are several ways to build brand equity. One is to provide high-quality products or services that customers can trust, and the other is a perfect customer experience, which makes people feel good about the brand.
Establish emotional connection with consumers, so that consumers can subtly accept the information provided by the brand and enhance consumers' recognition and cognition of the brand.
The importance of brand recognition
A brand is more than just a name or logo. This is also how consumers view a company or product.
Think about it, will you buy a product from a company you don't trust?
Probably not.
This is why brand recognition is so important. This is the difference between customers choosing your company and your competitors.
In addition, brand awareness:
Help build trust with the audience. We mentioned the importance of trust before and how it makes people more likely to cooperate with you.
Let you stand out in the fierce competition market. In the fierce competition market, it is very important to have a unique brand that people can easily identify.
Can bring higher profits. Consumers are willing to pay more for the products and services of brands they know and trust; When you have a loyal customer base, they will keep coming back, which will bring you higher long-term benefits.
How to measure brand recognition? Measuring brand recognition is not as complicated as you think. Here are some of the easiest ways to find out what buyers and potential customers think of you.
Customer development
Questionnaires, online comments and social media make it easier for you to reach customers than ever before. Want to know what your buyers think of your products or services? Or how to make them better? Send them a questionnaire and ask them what you can do to improve your product or service.
Brand awareness survey
If you are a large company with a sufficient budget, consider a brand awareness survey or focus group.
You can ask buyers the following questions about what they value:
How much influence does brand reputation have on your decision to buy its products or services?
How much does customer service affect your perception of our brand?
These questions can help you better understand what customers are looking for and provide valuable and actionable feedback to customers. For example, if you think you have provided excellent customer experience service, but your customers want you to respond faster to solve their problems, the measure you can take is to shorten the waiting time of users.
Use social media
You can also take the time to browse social media platforms, query tags or keywords related to you, and understand how customers view your brand.
Knowledge expansion:
It will be more effective if public opinion management is used to accomplish this task automatically.
Public opinion management tools can track and measure the brand awareness of social media channels. Through the analysis of communication links, enterprises can deeply understand how customers view your brand, what customers are saying and what needs to be improved.
Public opinion management
Public opinion management is a detailed analysis of how customers and other stakeholders view the company's brand, so that enterprises can determine the advantages of the brand and the places that need improvement.
Public opinion management usually includes:
Analyze the data sources of media reports, social media and other channels.
You can then use this information to create detailed reports to help you understand the strengths and weaknesses of your brand.
Public opinion management is very important for enterprises that want to improve brand awareness. By understanding how customers and others view the company, enterprises can make changes to improve their image.
Ways to improve brand reputation and brand awareness. You can start from the following aspects, the specific methods are as follows:
First, start with the basics. Ensure that you provide high-quality products and services and meet/exceed customer expectations.
Next, through effective marketing, convey positive information/image about your company to the target audience, thus improving brand awareness.
Then, focus on the customer journey. Complete customer history mapping and understand the purchase process from the customer's point of view.
Make full use of social media.
The importance of social media to brand recognition has been discussed above. It is also important to respond to consumers' words on social media. Whether the experience of buyers is good or bad, they are very happy to share their opinions on social media. Although there is nothing you can do about it, at least you can ensure a quick response and provide positive results for customers.
Quick response and problem solving are more likely to enhance your brand awareness and attract the attention of potential buyers.
Make good use of publicity materials
Does your product work according to the instructions in the manual? Is your advertisement too exaggerated? If you can't reach your goal, you will definitely disappoint your customers.
Don't just focus on your product description, functions and advantages. Also check other materials.
User feedback
You will never treat your products or services like your customers. Your buyers and potential customers will often give you their opinions and suggestions on your services/products.
Whether it comes from social media, surveys, comments and other channels, understanding the pain points of customers will help you develop and improve products/services to meet their needs.
train employees
Training your employees can ensure that they have the ability to answer the questions of consumers/potential customers accurately. Whether your employees are professional or not directly affects the buyer's decision and your brand awareness.
To sum up, many companies sometimes have different views on themselves from their customers or potential customers, which makes it difficult for them to attract new buyers.
Negative brand recognition will limit customer loyalty and ultimately prevent you from reaching your core audience.
However, enterprises can make better marketing decisions by understanding brand awareness and how to measure brand awareness.
In addition, enterprises can use public opinion management tools to track brand awareness, identify corporate public opinion and make corresponding adjustments.