- Il brand awareness identifica il grado di conoscenza, la notorietà del marchio da parte del pubblico target e la fedeltà degli utenti ad esso. Può essere rilevato e misurato attraverso le analisi di mercato, come le indagini a campione e i focus group. Su Internet, lo sviluppo del brand awareness avviene in genere mediante estese campagne di banner o sponsorizzazioni che ripetono il logo dell'azienda o di un suo prodotto, sviluppando e di conseguenza imprimendo il ricordo di tale logo o brand nella mente del visitatore.
Glossario di economia e finanza. 2011.
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Brand awareness — is a marketing concept that refers to a consumer knowing of a brand s existence; at aggregate (brand) level it refers to the proportion of consumers who know of the brand.Measurement driven conceptualizationBrand awareness can be measured by… … Wikipedia
brand awareness — ➔ awareness * * * brand awareness UK US (also brand awareness) noun [U] ► MARKETING, COMMERCE the degree to which people are familiar with or prefer a particular brand: »The objective is to develop positive attitudes and build brand awareness… … Financial and business terms
brand awareness — noun The level of public familiarity with a branded product • • • Main Entry: ↑brand … Useful english dictionary
Brand Awareness — The likelihood that consumers recognize the existence and availability of a company s product or service. Creating brand awareness is one of the key steps in promoting a product. Brand awareness is an important way of promoting commodity related… … Investment dictionary
brand awareness — / brænd əˌweənəs/ noun consciousness by the public of a brand’s existence and qualities ● How can you talk about brand awareness when most people don’t even know what the product is supposed to do? ● Our sales staff must work harder to increase… … Marketing dictionary in english
brand awareness — Mktg the level of brand recognition that consumers have of a particular brand and its specific product category. Brand awareness examines three levels of recognition: whether the brand name is the first to come to mind when a consumer is… … The ultimate business dictionary
aided brand awareness — One of the variables used in ad tracking research; usually a researcher will ask respondents to indicate whether they are aware of various brands not mentioned in an unaided brand awareness question. Aided awareness is not regarded as a powerful… … Big dictionary of business and management
Brand extension — or brand stretching is a marketing strategy in which a firm marketing a product with a well developed image uses the same brand name in a different product category. Organizations use this strategy to increase and leverage brand equity… … Wikipedia
awareness — a‧ware‧ness [əˈweəns ǁ əˈwer ] noun [uncountable] knowledge or understanding of a particular subject, situation, or thing: • US investors awareness of international bond markets • They need to raise awareness of the product in markets such as… … Financial and business terms
brand management — ➔ management * * * brand management UK US noun [U] ► MARKETING, COMMERCE the process of controlling the way in which a company markets a product or brand so that people continue to buy it or buy more of it: »The company recognized as a leader in… … Financial and business terms