Brand Awareness & Global Brand

Brand awareness

Brand awareness is, how deeper the customer can keep in their mind and recognize the brand, under different conditions. This can define as, the ability to recall a brand, while the consumer's decision making while purchasing. There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-Mind Awareness occurs when your brand is what pops into a consumer's mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial tissue, the common answer is “Kleenex,” which is a top-of-mind brand. Aided Awareness occurs when a consumer is shown or reads a list of brands, and expresses familiarity with your brand only after they hear or see it as a type of memory aide. Strategic Awareness occurs when your brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market. The distinctions that set your product apart from the competition is also known as the Unique Selling Point or USP.

Brand Elements

Brands typically are made up of various elements, such as:

• Name: The word or words used to identify a company, product, service, or concept.
• Logo: The visual trademark that identifies the brand.
• Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand.
• Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.
• Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.
• Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.
• Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.
• Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.
• Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.
• Movements: Lamborghini has trademarked the upward motion of its car doors.

Global Brand

A global brand is one which is perceived to reflect the same set of values around the world. Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. Examples of global brands include Facebook, Apple, Pepsi, McDonald's, Mastercard, Gap, Sony and Nike. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers.

Benefits of Global branding

In addition to taking advantage of the outstanding growth opportunities, the following drives the increasing interest in taking brands global:

• Economies of scale (production and distribution).
• Lower marketing costs.
• Laying the groundwork for future extensions worldwide.
• Maintaining consistent brand imagery.
• Quicker identification, recognition and integration of innovations (discovered worldwide).
• Preempting international competitors from entering domestic markets or locking you out of other geographic markets.
• Increasing international media reach (especially with the explosion of the Internet) is an enabler.
• Increases in international business and tourism are also enablers.
• Possibility to charge premium prices.
• Internal company benefits such as attracting and retaining good employees, and cohesive company culture.

Global Brand variables

The following elements may differ from country to country:

• Corporate slogan
• Products and services
• Product names
• Product features
• Positioning
• Marketing mixes (including pricing, distribution, media and advertising execution)

These differences will depend upon:

• Language differences
• Different styles of communication
• Other cultural differences
• Differences in category and brand development
• Different consumption patterns
• Different competitive sets and marketplace conditions
• Different legal and regulatory environments
• Different national approaches to marketing (media, pricing, distribution, etc.)