Abstract
Brand awareness is a fundamental concept in marketing and consumer behavior, representing the extent to which a brand is recognized and recalled by consumers. This abstract explores the theoretical foundations of brand awareness, shedding light on its definition, conceptualization, and importance in the field of marketing. The theoretical underpinnings of brand awareness highlight its role as a key component of brand equity and consumer decision-making processes. Various theoretical models and frameworks have been proposed to understand and measure brand awareness, including the hierarchy of effects model, the brand awareness matrix, and the associative network model. These models elucidate the cognitive processes involved in brand recognition and recall, as well as the factors that influence brand awareness formation. Furthermore, it also features case studies on successful brand awareness campaigns, such as Nike's iconic "Just Do It" campaign, Coca-Cola's personalized "Share a Coke" campaign, and Apple's memorable "Get a Mac" campaign. These examples illustrate the strategies and tactics employed by these brands to create lasting brand awareness and resonate with their target audience.
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