Customer Brand awareness of a product is important for three main reasons. First of all, it is an important way of promoting products, which are low involvement or commodities. This is so as there are very few attributes differentiating each other from its competitors therefore it becomes necessary that a brand has high brand awareness in comparison to the competitors for most sales (Brand Awareness, 2009).
This can be explained by taking an example from the soft drink industry where products like Coca Cola and Pepsi have very little product differentiation in terms of taste but consumers are still aware of them as compared to other soda brands. This results in higher sales and market share for the two brands relative to other smaller unrecognizable brands (Brand Awareness, 2009).