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عمومی::
آشنایی با برند، آگاهی از برند، آگاهی ار برند
The CBBE model lays out a series of four steps for building a strong brand (see Figure 7.1, right side): (1) develop deep brand awareness or a brand identity; (2) establish the meaning of the brand through unique brand associations (that is, points of difference); (3) elicit a positive brand response from customers through marketing programs; and (4) build brand relationships with customers, characterized by intense loyalty.
Brand salience is tied direcdy to brand awareness: How often is the brand evoked in different situations?
Brand awareness refers to the customer's ability to recall or recognize a brand under different conditions.
See also Christian Homburg, Martin Klarmann, and Jens Schmitt, " Brand Awareness in Business Markets," International Journal of Research in Marketing 27 (3, 2010): pp. 201-212.،Advertising driven by companies and word of mouth by other customers is also a major source of brand awareness.
Thus, strong brand awareness without equally strong brand appeal in those categories usually leads to nothing.
e all acknowledge the importance of brand awareness as the gate to the customer path.
But too often we see marketers in various industries battling it out to achieve top-of-mind brand awareness, only to falter in driving customers to purchase and ultimately to advocacy.
Brand awareness is indeed important, and brand managers realize this.،
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