David Aaker's Definition of Brand Awareness: A Constitutive Moment of Brand Equity
Posted: Tue Jan 07, 2025 5:00 am
David Aaker (2014) – considered by Philip Kotler to be the “father of modern branding” – in his book Aaker on Branding gives a multidimensional definition of brand , projecting it well beyond the association between name and logo and identifying it with that specific proposal that each organisation makes to its target audience: in exchange for a “reasonable” amount of the customer's resources – resources such as attention, time, money and, in the best case scenario, trust – the brand undertakes to keep the promises made during the offer phase, in terms of functional benefits but also emotional , expressive and social .
According to Aaker, brand awareness is one of the necessary steps to build ghana whatsapp resource brand equity , a vast and all-encompassing concept that includes, specifying it, that of brand awareness and fixes in a sort of photograph of the brand's destiny, the final result of the branding process. But let's go in order. What does "brand equity" mean? What does "branding" mean?
Brand equity refers to the perceived value of the brand by its customers . It is a combination of sensation , experience and opinions . Brand equity can be positive or negative, based on the judgment that customers develop with respect to the set of ways of representation, expression and use practiced by the brand. This judgment does not remain confined to an ideal level but has an immediate impact on the reality of use of consumers and therefore on conversions and sales.
Branding is the entire process that gives meaning to an organization, a company and a product or service. It is the set of actions – direct and indirect – that create and shape the mental image that consumers have of the brand. It is therefore a strategy designed and deployed to help people quickly identify and experience the brand , which aims to formulate a concrete reason that drives the choice of certain products or services, overcoming the competition, clarifying first of all what the brand itself is – and what it is not. The goal of the branding process is to attract and retain customers and stakeholders, offering them a product that is always in line with what the brand promises. Paraphrasing the words of two sacred monsters of marketing: branding is the set of actions through which products and services are invested with the power of a brand (Kotler & Keller, 2015).
According to David Aaker, a company builds its brand equity by taking three somewhat parallel paths that aim to develop brand loyalty , brand awareness , and brand associations , respectively . These paths – which correspond to as many sets of tactical actions – transform branding into a story with multiple alternatives, in which the stakes are not limited to brand positioning but extend to include the influence exerted on consumers' purchasing decisions.
Brand awareness plays a crucial role in customer decision making because:
makes the brand visible and facilitates its recognition;
produces a sense of familiarity which in turn creates involvement;
prepares the customer for the consideration phase .
For all these reasons – because it helps build brand equity, transforming a company's potential into real value – brand awareness is often one of the main objectives of the initiatives designed by marketers , whether we are talking generically about digital marketing campaigns or referring to Real Time marketing .
Brand awareness and marketing strategies in times of crisis: the definition changes again
According to Aaker, brand awareness is one of the necessary steps to build ghana whatsapp resource brand equity , a vast and all-encompassing concept that includes, specifying it, that of brand awareness and fixes in a sort of photograph of the brand's destiny, the final result of the branding process. But let's go in order. What does "brand equity" mean? What does "branding" mean?
Brand equity refers to the perceived value of the brand by its customers . It is a combination of sensation , experience and opinions . Brand equity can be positive or negative, based on the judgment that customers develop with respect to the set of ways of representation, expression and use practiced by the brand. This judgment does not remain confined to an ideal level but has an immediate impact on the reality of use of consumers and therefore on conversions and sales.
Branding is the entire process that gives meaning to an organization, a company and a product or service. It is the set of actions – direct and indirect – that create and shape the mental image that consumers have of the brand. It is therefore a strategy designed and deployed to help people quickly identify and experience the brand , which aims to formulate a concrete reason that drives the choice of certain products or services, overcoming the competition, clarifying first of all what the brand itself is – and what it is not. The goal of the branding process is to attract and retain customers and stakeholders, offering them a product that is always in line with what the brand promises. Paraphrasing the words of two sacred monsters of marketing: branding is the set of actions through which products and services are invested with the power of a brand (Kotler & Keller, 2015).
According to David Aaker, a company builds its brand equity by taking three somewhat parallel paths that aim to develop brand loyalty , brand awareness , and brand associations , respectively . These paths – which correspond to as many sets of tactical actions – transform branding into a story with multiple alternatives, in which the stakes are not limited to brand positioning but extend to include the influence exerted on consumers' purchasing decisions.
Brand awareness plays a crucial role in customer decision making because:
makes the brand visible and facilitates its recognition;
produces a sense of familiarity which in turn creates involvement;
prepares the customer for the consideration phase .
For all these reasons – because it helps build brand equity, transforming a company's potential into real value – brand awareness is often one of the main objectives of the initiatives designed by marketers , whether we are talking generically about digital marketing campaigns or referring to Real Time marketing .
Brand awareness and marketing strategies in times of crisis: the definition changes again