Brand Awareness
Author: Shivansh Gupta
MMS – Roll No. (0222)
Kohinoor Business School
Literature Review
The development of brand awareness in young children: how do young children recognize brands?
AKTAŞ ARNAS et al(2016) say that According to the study, young kids as young as three exhibit brand awareness and can identify the product and brand when they see brand logos, packaging, or characters. Children, however, could find it challenging to recall the brand name. The study emphasizes that brand awareness is predicted by age rather than gender. By using brand logos, packaging, and characters as cues to aid children’s brand remember, this study differs from other studies. Despite the study’s limitations, further research might look into the elements that influence children’s brand awareness and the effects of advertising on their purchasing decisions. The study’s findings have broad ramifications for businesses that market to young children, underscoring the need of cultivating brand familiarity and awareness within this demographic.
Reviving and Improving Brand Awareness As a Construct in Advertising Research.
BERGKVIST et al (2022) state that Although brand awareness (BA) is a critical factor in determining the success of marketing efforts, it is sometimes disregarded as a metric for assessing advertising effectiveness. BA is a crucial prerequisite for other brand-related outcomes and relates to customers’ familiarity and awareness of a brand. Future research should look into how various ad forms and messaging affect BA as well as how BA interacts with other brand-related factors. Guidelines have been offered for measuring BA efficiently. Our understanding of how advertising functions and how brands may use BA to accomplish their marketing goals will grow as a result of encouraging more study in this field.
EXPLORING THE AWARENESS OF THE BRAND NAME: “THE GOP”.
LOVETT et al (2021) state that GOP, previously known as the “Gallant Old Party,” is a term used to refer to the Republican Party in the United States. It stands for “Grand Old Party.” When a typesetter for the Cincinnati Gazette ran out of words in an article about a Republican presidential candidate in 1884, she reduced “Achievements of the Grand Old Party” to “Achievements of the GOP.” This was the first time the acronym was used. The Democratic Party has also been dubbed “The Grand Old Party” by some. Both of the brand names, “The Republican Party” and “The GOP,” are frequently used in the same news articles at the moment. It’s possible that the use of the brand name “The GOP” goes against branding best practises, such as brand distinctiveness and simplicity. The cohesiveness of brand identity depends upon the degree to which the brand elements are consistent.
Rising Above the Clutter: Brand Awareness of Sponsorships.
CIANFRONE (2018) say that The Octagon activation of Mastercard’s sponsorship during the Champions League Final in Milan is an excellent illustration of how to apply suggested tactics to realise the sponsorship aim of brand awareness. Football fans’ “madness” was successfully captured by the #MadnessorPriceless hashtag activity, which also gave participants in the free freestyle haircuts a chance to be more identifiable. A competition, social media, and digital were all used in the activation, which maximised brand visibility and generated billions of customer discussions. Companies that invest in sponsorships of various events should take into account the six methods for slicing through the clutter to maximise the efficiency of their sponsorships in achieving targeted results, such as brand exposure.
Analysing the Use of Web 2.0 for Brand Awareness and Competitive Advantage: An Empirical Study in the Malaysian Hospitability Industry.
YAN XIN, J. et al.(2014) state that the management technologies are used increasingly often, notably Web 2.0 and the social and semantic web, businesses are aiming to produce goods and services that are more effective and cutting-edge. This study makes the case that managing TOE elements can give a company a long-term competitive edge and that using Web 2.0 effectively for branding initiatives. The use of Web 2.0 must be expanded by businesses in order to reap the desired benefits, though, as well as engage actively with both present and potential customers. In the report, it is emphasised how crucial top management commitment and support are to the adoption of Web 2.0 technologies in the hospitality industry and other similar sectors. The study recommends that future research analyse the topic from a broader global viewpoint, use a longitudinal study design, and look at additional potential mediators for a thorough knowledge of the topic.
Dynamic Effects of Sponsoring: How Sponsorship Awareness Develops Over Time.
WALRAVEN et al.(2014) says that the dynamic impacts of sponsorship on consumer awareness over a four-year period are examined in the paper. The study’s one sponsor and one sponsorship project limit how far the findings may be applied. To boost external validity, the authors advise repeating the study in several settings. The essay also suggests looking into the synergies brought about by merging different communication channels when a longitudinal campaign is being carried out. The authors also suggest conducting longitudinal study on the relationship between sponsorship spending and sales levels as well as customer evaluations of sponsorship. The article also proposes looking into the decay impacts of sponsorship, including how long a prior sponsor was associated with a property and how consumers reacted after a sponsorship agreement was terminated.
BRAND AWARENESS.
JACKA et al. (2020) state that an organization’s success is intimately related to its brand, and gauging consumer awareness of a brand is essential to success. Brand recognition and consideration are assessed using four main metrics: aided recognition, unassisted recognition, aided consideration, and unaided consideration. Any brand’s ultimate objective is to attain unaided consideration, in which case consumers are aware of the brand and take it into account when making decisions. This requires internal auditors to pose challenging queries on the department’s visibility and contribution to the company. They must promote themselves and consistently emphasise the value they offer to clients in order for everyone to see their abilities and recognise their worth. The objective is to rise to the top, where internal audit will be the most important function.
Building Brand Awareness in Dynamic Oligopoly Markets.
NAIK et al. (2020) says that building brand awareness in consumers’ eyes is crucial in a fast-paced, cutthroat marketplace. Brand recognition is important, as evidenced by Procter & Gamble’s purchase of Gillette for $57 billion even though its book value was far lower. Competition, however, is not always taken into account by current marketing methods. In order to fill this vacuum, the authors provide a dynamic oligopoly model that explicitly takes oligopolistic rivalry into account. Managers can use this model to forecast brand recognition for their own and rival companies’ products and services, as well as evaluate the efficacy of their advertising campaigns. Future studies might look at different media, interactions between competitors, best practises, value functions, and consequences for norms. Overall, these research initiatives would enhance marketing theory and practise while also fostering more effective marketing communications.
Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others.
NELSON et al (2005) state that according to the study’s findings, exposure to films and parents’ and friends’ perceived brand consciousness are important influences on how brand consciousness develops in US adolescents. Additionally, the study shows that individual variations in brand consciousness are crucial for influencing how adolescents view and react to marketing strategies like product placement. Teenagers who are extremely brand-conscious were found to be more aware of and receptive to product placements and report higher influence on their own and other people’s purchase behaviours. According to these studies, product placements can help marketers more successfully reach teens who are very brand-conscious. The study emphasises the significance of understanding how societal factors and individual characteristics affect adolescent brand awareness and marketing behaviours in its overall conclusion.
THE PROTOTYPICALITY OF BRANDS: RELATIONSHIPS WITH BRAND AWARENESS, PREFERENCE AND USAGE.
NEDUNGADI et al. (1985) says that the concept of prototypicality is examined by the authors in this paper in the context of consumer research. They have identified a number of implications of their exploratory research, including significant differences in judged prototypicality between various brands, a significant relationship between brand prototypicality and personal preference, and the sensitivity of various measures of brand awareness to various facets of product familiarity. Even though the authors stress how important it is to take prototypicality into account as a critical aspect of brand evaluation, they also acknowledge the need for more research to address concerns about the validity and reliability of the brand prototypicality construct and its causal connections to other theoretical constructs.
Conclusion
In conclusion, the studies discussed highlight the significance of brand recognition and awareness in various contexts and cover a wide range of branding and marketing-related topics. While BERGKVIST et al. call for more research on the interactions between advertising and brand-related factors, AKTA ARNAS et al. recommend using brand logos, packaging, and characters to help children remember brands. While CIANFRONE’s study examines the use of sponsorships to increase brand visibility and customer engagement, LOVETT et al. emphasise the importance of consistency in brand elements for brand identity in politics. The effective use of Web 2.0 for branding initiatives is recommended by YAN XIN, J. et al., while WALRAVEN, et al. examine the dynamic effects of sponsorship on consumer awareness and advise investigating the overlaps between communication channels and carrying out longitudinal studies. Internal auditors must market themselves and their value, according to JACKA et al. NAIK et al. propose a dynamic oligopoly model for predicting brand recognition and gauging the success of advertising campaigns, and NELSON et al. highlight the influence of societal and individual factors on the growth of brand consciousness. Last but not least, NEDUNGADI et al. define the term prototypicality in consumer research, highlighting variations in brand assessment and the need for additional research.
Reference
AKTAŞ ARNAS, Y.; TAŞ͓, I.; GÜRGAH OĞUL, (2016) İ. The development of brand awareness in young children: how do young children recognize brands? International Journal of Consumer Studies, [s. l.], v. 40, n. 5, p. 536–542, 2016. DOI 10.1111/ijcs.12298. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=bb4ce310-ae8d-3dc0-8671-0f7ebef52ce9. Acesso em: 12 maio. 2023.
BERGKVIST, L.; TAYLOR, C. R.(2022) Reviving and Improving Brand Awareness As a Construct in Advertising Research. Journal of Advertising, [s. l.], v. 51, n. 3, p. 294–307, 2022. DOI 10.1080/00913367.2022.2039886. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=d9119017-f7cf-32ab-a74a-bfc1007a7f49. Acesso em: 12 maio. 2023.
CIANFRONE, B. A. (2018) Rising Above the Clutter: Brand Awareness of Sponsorships. Sport & Entertainment Review, [s. l.], v. 4, n. 1, p. 9–13, 2018. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=ca383b59-870e-3011-ab1f-3ad4bd30143f. Acesso em: 13 maio. 2023.
JACKA, J. M.(2020) Brand Awareness. Internal Auditor, [s. l.], v. 77, n. 3, p. 59, 2020. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=808dcb6f-11c5-3774-862c-3f80243b57ca. Acesso em: 13 maio. 2023.
LOVETT, M. G. (2021)Exploring the Awareness of the Brand Name: “The Gop”. Journal of Business & Educational Leadership, [s. l.], v. 11, n. 1, p. 64–69, 2021. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=0ffa4846-01db-3ad3-8d7c-f4e8ac0e6fc3. Acesso em: 13 maio. 2023.
NAIK, P. A.; PRASAD, A.; SETHI, S. P. (2020) Building Brand Awareness in Dynamic Oligopoly Markets. Management Science, [s. l.], v. 54, n. 1, p. 129–138, 2008. DOI 10.1287/mnsc.1070.0755. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=920ff680-645c-30de-9bc3-c7baa2baf179. Acesso em: 13 maio. 2023.
NEDUNGADI, P.; HUTCHINSON, J. W. (1985) The Prototypicality of Brands: Relationships with Brand Awareness, Preference and Usage. Advances in Consumer Research, [s. l.], v. 12, n. 1, p. 498–503, 1985. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=8415e623-ad10-331c-8ec5-4fdc1be24b46. Acesso em: 13 maio. 2023.
NELSON, M. R.; MCLEOD, L. E. (2005) Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, [s. l.], v. 29, n. 6, p. 515–528, 2005. DOI 10.1111/j.1470-6431.2005.00429.x. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=db0e2341-733c-399f-bf0a-a6d270e8ee9a. Acesso em: 13 maio. 2023.
WALRAVEN, M.; BIJMOLT, T. H. A.; KONING, R. H. Dynamic Effects of Sponsoring: How Sponsorship Awareness Develops Over Time. Journal of Advertising, [s. l.], v. 43, n. 2, p. 142–154, 2014. DOI 10.1080/00913367.2013.835754. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=22891266-3865-3788-9776-387e1a8b3e4c. Acesso em: 13 maio. 2023.
YAN XIN, J. et al.(2014) Analysing the Use of Web 2.0 for Brand Awareness and Competitive Advantage: An Empirical Study in the Malaysian Hospitability Industry. Information Systems Management, [s. l.], v. 31, n. 2, p. 96–103, 2014. DOI 10.1080/10580530.2014.890425. Disponível em: https://discovery.ebsco.com/linkprocessor/plink?id=74fe80de-218c-346f-8242-ff2eaf95ed47. Acesso em: 13 maio. 2023.