What Are The Key Features of A Strong Brand and How Can Awareness of A Brand Be Encouraged

What are the key features of a strong brand and how can awareness of
a brand be encouraged?”
 Please cite actual brands in your work and where appropriate insert
images to illustrate your examples
 Word count between 800 and 1500 words excluding bibliography and
any appendices
Brand awareness is a marketing term that describes the degree of consumer recognition of a
product by its name. Creating brand awareness is a key step in promoting a new product or
reviving an older brand. Ideally, awareness of the brand may include the qualities that
distinguish the product from its competition.
Advertisements:
- As of 2019, Internet users spent approximately 38 minutes per day on Facebook, 26 minutes
on Snapchat, and 27 minutes on Instagram. Not surprisingly, companies are now spending a
great deal of energy promoting brand awareness on these platforms. This has led to new
forms of promotion in which consumers themselves generate discussions about products
and services that they like and use. Targeted ads on Facebook and Instagram account for a
large majority of brand awareness tactics used, especially among Millennial and Gen Z
audiences.
- Print media is not the force it once was, but there are still consumers who read
newspapers and magazines. Advertisements placed strategically, such as in targeted
locations in the appropriate section of a newspaper or in specialized publications, can
attract the viewer’s attention and create brand awareness.
For example, a new company that will be trading on the forex (FX) may advertise in a
magazine that focuses on global trade and currencies in order to create brand
awareness among investors.
Advertising in physical locations such as inside stores is also used to create brand
awareness. Impulse purchase products are well-suited for in-store distribution and
advertising. A company marketing a new candy bar may distribute the product at a
point-of-sale (POS) location to create brand awareness.
- Event sponsorship is another effective way to create brand awareness. Charitable

events, sporting events, and fundraisers allow for prominent visibility of a company's
name and logo.
For example, a health insurance company may distribute complimentary company-

branded health packs at a charity marathon. This associates the brand with an act of
goodwill and community feeling. Awareness of the brand has increased, and its image
has been burnished.
1. Consistency
Focused, consistent branding makes it clear to customers what they can expect from you. We
talk a lot about omnichannel marketing, and a focused brand is at the heart of this concept.
You need to be presenting consistent images and messaging to customers in each of your
marketing channels, whether it be your website, social media, email, advertising, signage or
the in-store experience.
How do you define your brand? Consider these three core elements:
Vision statement—What do you want to achieve? What are your core values? How will your
brand reflect this? A vision statement helps you focus and rally your team to achieve your
business’s over-arching goals.
Value proposition—What value does your organization provide to customers that no one
else can? Defining your unique value proposition allows your team to focus on one or two
differentiators that make you to stand out from the crowd and deliver the right thing to the
right people.
Positioning statement—How do you want to be perceived in the marketplace? Branding is

about matching customer expectations with how your organization wants to be perceived.
Your positioning statement describes this balance.
Your brand establishes firm ground on which to bring your organization to life for customers.
It makes it easier for your marketing, sales and cutomer service teams to all speak with one,
consistent voice.
This consistency across the customer experience is what breeds trust. Trust produces sales
and encourages loyal, repeat customers.
2. Quality
Today's consumers want to find quality in all aspects of a brand, from its content, to its
marketing, to its social responsibility, right down to the way it treats its employees.
Consumers are now paying closer attention than ever, and they have the tools needed to
spread the word, whether their remarks are positive or negative. If a customer has a bad
experience, leaving a review on Yelp is only a touchscreen away.
Every company should do a brand audit of all aspects and ensure that their brand material
adheres to this new standard. Doing so will ensure your brand is serving customers as best
you can.
3. Authenticity

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What are the key features of a strong brand and how can awareness of

- Event sponsorship is another effective way to create brand awareness. Charitable

For example, a health insurance company may distribute complimentary company-

Positioning statement—How do you want to be perceived in the marketplace? Branding is

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