The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

5Building Brand Awareness on Limited Budgets

Creating a high level of brand awareness is the first major task facing any builder of a new brand, for without knowledge of a brand’s existence (and of its identity elements, such as its logo), a consumer has no “anchor” in the mind around which to build brand associations (see Chapter 4). Brand awareness needs to be created not only among end consumers but also among intermediary trade partners, especially if they play important consumer-influencing roles, such as in appliances or paints. While high spontaneous brand awareness is never a guarantee of brand strength (since well-known brands can also have poor-quality and other negative associations), it is logically a necessary condition for it. High ...