Brand Knowledge is the Power
Often in my professional career, I have nibbled grunt of the executives that they have an excellent brand but the performance of the brand was not satisfactory. They have done everything straight; an awesome product, fabulous packaging and promotion through the top advertising agency, great hype at the time of the launch, but yet to gain expected market share after year or so. What can be possible wrong in this sketch?
Well in most cases they have failed to enhance consumer exposure to their brands and related brand knowledge. They have failed miserably to broaden brand knowledge by enhancing consumer ability to identify or recall at the time of purchase or re-purchase. Like a child who can associate an apple with alphabet “A” similarly all brands need some sort of association to connect consumers’ memory as a network of nodes and connecting links. Meaning, brand associations are informational nodes linked to the brand node in memory.
Consumers perceive brand associations as a function of awareness to recall brand at the appropriate time. The recall factor is a process of repeatedly exposing brands to consumers that it has become part of long-term memory. The real catch is to craft a very unique and a very different association to create an attractive positive image for the brand.
Apple’s brand knowledge is all about to compose brand awareness and very successfully managed and maintained the core function to make its buyers recognise and recall as the reflection the Apple buyers hold the brand image in their memory. Apple’s associations help the company to intact its brand image as one of the most innovative brands in the world.
An author and professor of marketing, Kevin Lane Keller has considered the importance of the brand awareness because it is a necessary condition for inclusion in the set of brands being considered for purchase; in low-involvement decision settings, it can be a sufficient condition for choice, and finally it influences the nature and strength of associations that comprise the brand image. He was of the view that brand awareness can be heightened by increasing consumer exposure to the brand and by linking the brand to product category, consumption and usage situations.
Brand associations are also direct impact consumers have a brand in memory and play an important role in building consumers recall factor to build a strong brand image.
The power of associations would directly affect consumers’ response to the brand and the related marketing activities. Relevant and unique associations would be resulted more pretentiously and trigger consumers’ response more sturdily. Brand associations would work more affectedly if they are more beneficial and attributable to buyers of the brands because consumers buy benefits, not products and brands.
Kevin Lane Keller, author and professor of marketing believed that Attributes, which are descriptive features of a brand, can relate to the actual physical components and ingredients of a brand (product-related), or to such things as the price, imagery, feelings, experiences, and personality associated with the brand (non-product-related).
According to his experience benefits derived from a brand may relate to the functional advantages it provides, the symbolic information it conveys, or the experiential feelings it produces. “Attitudes, which represent the highest level of brand associations, reflect consumers’ overall evaluations of a brand and, consequently, often determine their behaviour toward it.”
If companies and brands want to have to have strong association then they must be consistent in their information relating to brands and maintain the brand communication relevance in their delivery, providing utmost ease to consumers for selecting their offering under the positive relevance influences.