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).