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Conhecimento da marca

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Incêndio[5] awareness is a fundamental concept in marketing that refers to the level of familiarity consumers have with a particular brand. It plays a significant role in their purchasing decisions, affecting the sustainability and growth of a business. Brand awareness is divided into two types: brand recall, the ability of consumers to remember a brand from memory when prompted with a product category, and brand recognition, where consumers confirm their previous exposure to a brand. It is typically measured using surveys, recall tests, and other metrics such as brand association and salience. Publicidade[2] is a crucial tool in building brand awareness and converting consumidor[3] interest into sales[6]. Notably, strong brand awareness can enhance brand equity[1], which is the cumulative value derived from a brand’s name and logo, including factors like brand loyalty[4] and perceived quality.

Definições de termos
1. brand equity. Brand equity refers to the value derived from consumers' perceptions, experiences, and associations with a brand. This concept is a key component in the marketing and business strategies of a company. It is primarily studied in consumer markets, but understanding it is also essential for competitive dynamics in business-to-business markets. Brand equity is driven by factors like brand awareness, perspective, and attachment. It is measured using specific metrics that assess the brand's value and the level of consumer trust. Tools like Aaker's Brand Equity Ten attributes and Moran's Brand Equity Index are used for this purpose. Positive brand equity can lead to consumers' willingness to pay a premium, while negative events like scandals can harm it. Managing brand equity involves setting and tracking goals, maintaining brand consistency, and making strategic shifts when necessary.
2. Publicidade ( Advertising ) Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.

Conhecimento da marca is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising managemente brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light.

Brand awareness consists of two components: brand recall and brand recognition. Several studies have shown that these two components operate in fundamentally different ways as brand recall is associated with memory retrieval, and brand recognition involves object recognition. Both brand recall and brand recognition play an important role in consumers’ purchase decision process and in marketing communications. Brand awareness is closely related to concepts such as the evoked set and consideration set which include the specific brands a consumer considers in purchasing decision. Consumers are believed to hold between three and seven brands in their consideration set across a broad range of product categories. Consumers typically purchase one of the top three brands in their consideration set as consumers have shown to buy only familiar, well-established brands.

As brands are competing in a highly globalized market, brand awareness is a key indicator of a brand's competitive market performance. Given the importance of brand awareness in consumer purchasing decisions, marketers have developed a number of metrics designed to measure brand awareness and other measures of brand health. These metrics are collectively known as Awareness, Attitudes and Usage (AAU) metrics.

To ensure a product or brand's market success, awareness levels must be managed across the entire product life-cycle – from product launch to market decline. Many marketers regularly monitor brand awareness levels, and if they fall below a predetermined threshold, the advertising and promotional effort is intensified until awareness returns to the desired level.

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