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Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. [1] Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. [2] It is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to ...
In marketing, brand management is the control of how a brand is perceived in the market.Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it.
The Internet is a powerful branding tool for many businesses as it offers numerous ways to promote a business. [4] Interactivity as one of the natures of the Internet helps companies communicate the brand messages instantly and talk to consumers directly, generating exclusive and individual interactions with them. [5]
It systematically depicts the customer journey from initial awareness of a brand or product to the final purchase. It is used by businesses to understand consumer behavior and adapt marketing strategies at each stage of the customer's decision-making process .
The steps proposed by the AIDA model are as follows: [2] [3] Attention – The consumer becomes aware of a category, product or brand (usually through advertising); ↓. Interest – The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle
Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. [81] Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods ...
Online presence management is the process of creating and promoting traffic to a personal or professional brand online. This process combines web design, development, blogging, search engine optimization, pay-per-click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or ...
Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
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