01.09.2023
What is brand awareness and loyalty?
Every day brands compete with each other - most often this competition takes place not on store shelves, but in the minds of consumers.
What company comes to mind if we say "smartphone"? And if we say "washing powder"? And if we remember "potato chips"?
Most likely, you associate Apple, Samsung or Xiaomi with a smartphone - they are top-of-mind in our market.
Top-of-mind - a brand that comes to mind for 50% of consumers first of all, as soon as they hear the name of the category.
To become top-of-mind, you need to invest a lot of resources in identity, communication and presence in the world of the audience - you should be seen on shelves, on outdoor advertising, digital media, and at the same time it should be easy to read and remember the naming and corporate style of the brand.
Brand recognition gradually leads to loyalty - the audience's devotion to a particular brand or product. Such loyalty is not formed out of love, because people rarely love brands. Rather, this attachment is associated with habit - saw a brand on the shelf, recognized it, remembered your experience, bought it again.
Loyalty is developed in partnership between the agency and the business: while the agency thinks through the identity, naming, communication and branding, the business ensures the quality of the product, competent distribution and expands.
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