Apple, in this case, is a case in point.

[muniyaakter]

A person may know a brand well (perhaps because the brand has done a lot of advertising), but be absolutely not interested in purchasing a product or service from that brand.


“I know but I don't care”

I know the brand but I also think it's not for me , it doesn't reflect who I am and I don't like it for certain reasons.

So, to get back to the topic of measuring brand awareness, it's okay to take it into account, but it's crucial not to make brand awareness the only KPI of a brand's strength .

In fact, you need to look at other brand metrics as well . The strongest brands have these characteristics:

Significance (meaningful): They deliver on their georgia consumer mobile number list promises, create trust and a sense of closeness, almost a sense of gratitude and familiarity. In turn, they offer customers and consumers highly visible and important benefits.

Salient: Their constant and consistent communication has led them to have a very high level of brand awareness, not only for the product category, but for the situation in which the need they satisfy occurs. It is the fruit of keeping promises over time.
Distinction (different): They are innovative companies, with creative ideas that improve a product, service or process. They are dynamic and different both in the product and in the communication with users.

I'll give you a practical example to try to clarify how these metrics work and how they influence purchasing choices .

Take, for example, the world of soft drinks.
RedBull, Coca Cola, Pepsi.

Let's start from the assumption that every brand is perceived subjectively, obviously.

Coca Cola is a much more meaningful brand, because it feels closer to us, in terms of the values ​​of celebration, family, Christmas.


Over the years, Coca Cola has been able to build a very precise image that is automatically associated with certain concepts.

This is not to say that everyone who associates Coca Cola with the concepts of celebration, Christmas, and family time buys it.

Pepsi is popular, but it is often an alternative to Coca Cola.