Branding & AI

CHAPTER 2

Overview

In continuation to establishing a brand, this chapter further delves into the process and importance of creating brand awareness. Investopedia defines brand awareness as the “extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.” It is concerned with a brand’s position within the customer’s mind, regardless of whether it is found on the topmost shelf where it is easily visible and reachable or somewhere along the bottom, mixed with the rest. The chapter continues to explain how in highly saturated markets, lack of brand awareness leads to a business’s product/service getting lost in the chaos. Also, discussing Kotler’s theory on the effect of brand perception, ...