Every business’ ultimate goal is to generate more revenue by selling more and for that, they implement several strategies to attract new non-users to the product and encourage current users to make repeat purchases (Gustafson & Chabot, 2007). Brand Awareness is one of the marketing strategies related to brand management, which is used to, as the name suggests, to create awareness of the brand and make the customers remember your business and products. Simply said, brand awareness refers to the state when customers recognize and associate the brand with your company (David, 2003).
Brand awareness has two aspects, brand recognition and brand recall. Brand recognition is the identification of a brand from a basket of other brands i.e. the customer is able to confirm that they have been exposed to the brand previously (Brand awareness, 2012). Brand recall, on the other hand, is the ability of the customer to name the brand of a company when the product category is mentioned.
iPhone when launched had 90% brand awareness and to achieve the absolute brand awareness, the brand must be highly well known and easily recognizable. Consumers must be able to differentiate the product from among other products in the market (Gustafson & Chabot, 2007). This recognition is dependent not only on the brand awareness strategy but also on the availability of the product. Therefore, creating brand awareness is very vital to promote a product (Brand awareness, 2011). When a brand attribute, part or a benefit is revealed, the brand is recognized for it. However, having high brand awareness does not mean that the brand is also preferred by the customers, associate positive value with it, having brand awareness means that the brand is easily recalled and identified by the them (Brand awareness, 2011).
每个企业的最终目标是通过销售更多，获得更多的收入，他们实施的一些策略来吸引新的非用户产品和鼓励现有用户进行重复购买（古斯塔夫森谢伯特，2007）。品牌知名度是品牌管理相关的营销策略，这是用来，顾名思义，创建品牌的意识和让客户记住您的企业和产品。简单地说，品牌意识是指国家当客户识别和品牌与贵公司联系（戴维，2003）。
品牌意识有两个方面，品牌识别和品牌召回。品牌识别是从一篮子其他品牌即客户品牌识别能够证实他们已经暴露于品牌以前（品牌意识，2012）。品牌回忆，另一方面，是客户的能力，一个公司的名字时品牌产品类别谈起。
iPhone推出时有90%的品牌意识，达到绝对的品牌意识，品牌必须高度众所周知的和容易辨认。消费者必须能够区分产品在市场上其他产品（古斯塔夫森谢伯特，2007）。这种认识不仅取决于品牌战略意识也对产品的可用性。因此，创建品牌意识推广产品非常重要（的品牌意识，2011）。当一个品牌属性，或效益，品牌被公认为。然而，具有较高的品牌知名度并不意味着品牌也由客户的首选，它将积极价值，有品牌意识，品牌是很容易回忆和由他们确定（品牌意识，2011）。
