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Brand awareness is related to the functions of brand identities in consumers’ memory and can be measured by how well the consumers can identify the brand under various conditions. [2] Brand awareness plays an important role in the consumer's purchasing decision-making process that tends to sustainable business growth and loyalty. Strong brand ...
Brand recognition (also known as aided brand recall) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either a visual or verbal cue. [11]
Marketers typically identify two distinct types of brand awareness; namely brand recognition and brand recall. [45] Brand recognition refers to how easily the consumers can associate a brand based on the company's logo, slogan, color scheme, or other visual element, without seeing the company's name.
The Internet is a powerful branding tool for many businesses as it offers numerous ways to promote a business. [5] 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. [6]
Trademarks help consumers recognize a brand in the marketplace and distinguish it from competitors. [19] A service mark, also covered under the Lanham Act, is a type of trademark used to identify services rather than goods. [20] The term trademark is used to refer to both trademarks and service marks. [19]
Third—and most crucial—is care. “The brand always has the customer’s back,” says Travis, whose client list spans FedEx, General Electric, and Pfizer. “The care is where the emotion and ...