January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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THE PURPOSE OF A BRAND IS TO BUILD AWARENESS
Brand awareness refers to the extent to which a brand is known within its marketplace. There are two different types of awareness: brand recognition is the ability of a person to recognize a brand when they are in its proximity; brand recall is when an individual can remember a brand, unaided, while thinking of a particular category of goods or services.
Brand recognition is most important when customers face a choice. For example, when walking around the supermarket, customers will see brands that they recognize in a particular category, eg toothpaste or laundry detergent. In this scenario they will most likely gravitate to the products with which they are familiar. Similarly, when searching ...
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