Aaker (1991)

Management > Global Marketing Management > Lectures > Independent Research > Aaker > Brand loyalty > Brand awareness

Brand awareness

The levels of brand awareness are as follows:

1. Unaware of the brand
2. Recognition of the brand
3. Recalls the brand
4. Top of mind - the first brand of which people think

Brand awareness can be achieved and enhanced by creating an "anchor" in the brand, that is, creating an array of associations. The firm can also develop the brand so it is familiar and liked by many people, and then advertised so much that it seems to have substance/commitment.

Brand associations

Revitalising the brand