Brand Awareness
Awareness of your brand or brand family. For example, a new ice cream product sold under the brand name of a chocolate bar may benefit from brand awareness despite being a new product.Brand Image
How customers feel about your brand. For example, customers who feel that your brand is reliable and luxurious.Discovery
The customer discovers that the product exists.Observation
The customer sees the product somewhere. This can include communications such as advertising and physically viewing the product.Information Gathering
The customer researches the product. For example, consumers in the 1970s who first heard about microwave ovens might ask "what does it do?"Trial
The customer tries the product. This is an important moment of truth as it is an opportunity to establish a relationship with the customer with repeat purchases and positive word of mouth.Top of Mind
The customer names your brand first for your product category. For example, the answer to the question, can you name a brand of ice cream?Notes
Product awareness can be viewed as brand awareness at the product level. For example, customers may be aware that a brand makes shoes but may not be aware that they also make cosmetics.| Overview: Product Awareness | ||
Type | ||
Definition | The degree of knowledge that customers have about a product. | |
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