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Consequently, brands focus on improving customer satisfaction and invest in advertising to increase consumers’ brand awareness. [5] Brand awareness is a key indicator of a brand's market performance. Brands competing in a highly globalized market invest in global advertising and distribution to compete for consumers’ attention and awareness.
They are often associated with a brand sponsoring an athlete or an event in order to boost their brand awareness. It has been said that "with strong marketing activation and creativity, consumers should remember the sponsor's campaign" [ 9 ]
Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product ...
It is often used in order to achieve the following business goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage a community of online users.
The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion. [1] Promotion is also one of the elements in the promotional mix or promotional plan.
One of the key objectives of modern digital marketing is to raise brand awareness, the extent to which customers and the public are familiar with and recognize a particular brand. Enhancing brand awareness is important in digital marketing, and marketing in general, because of its impact on brand perception and consumer decision-making.
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