Importance
"Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the Hierarchy of Effects, an assumption that customers progress through sequential stages from lack of awareness, through initial purchase of a product, to brand loyalty." In total, these AAU metrics allow companies to track trends in customer knowledge and attitudes.
Brand awareness plays a major role in a consumer’s buying decision process. The knowledge of an acquaintance or friend having used the product in the past or a high recognition of the product through constant advertisements and associations coaxes the person to make his decision in the favour of the brand.
The eventual goal of most businesses is to make profits and increase sales. Businesses intend to increase their consumer pool and encourage repeat purchases. Apple is a brilliant example of how there is a very high recognition of the brand logo and high anticipation of a new product being released by the company. An iPod is the first thing that pops into our minds when we think of purchasing an mp3 player. iPod is used as a replaceable noun to describe an mp3 player. Finally, high brand awareness about a product suggests that the brand is easily recognizable and accepted by the market in a way that the brand is differentiated from similar products and other competitors. Brand building also helps in improving brand loyalty.
Read more about this topic: Brand Awareness
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“The Mississippi, the Ganges, and the Nile,... the Rocky Mountains, the Himmaleh, and Mountains of the Moon, have a kind of personal importance in the annals of the world.”
—Henry David Thoreau (1817–1862)
“The importance of its hat to a form becomes
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—Wallace Stevens (1879–1955)
“The importance of a lost romantic vision should not be underestimated. In such a vision is power as well as joy. In it is meaning. Life is flat, barren, zestless, if one can find one’s lost vision nowhere.”
—Sarah Patton Boyle, U.S. civil rights activist and author. The Desegregated Heart, part 1, ch. 19 (1962)