Marketing & Branding
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Activity:
Question posted: 01 31 2008 03:57:04 +0000,
10 answers, 3062 views, last activity
07 06 2010 20:18:08 +0000
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Brand knowledge refers to the knowledge that a consumer has over the brand.
Knowledge : just knowing about he product
awareness : knowing the price and other specification about the product.
And its a summation of brand image and brand knowledge...
Brand Knowledge
“is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions and of associations for the brand.”
Keller 1998
Positive brand
equity results in:
- Greater perceived differentiation
- Stronger brand loyalty
- Larger profit margins
- Higher trade support
- Increased marketing communication
effectiveness
- Opportunities to extend and license
brand name
And these help consumers have a better awareness and recall. So in turn one can say brand knowledge is what you know about the brand , how quickly you can recall it, with how much little information you can do it.
We can say, if the recall is quick the brand has created a good “Knowledge” for itself.
Anurag Sharma
( www.drypen.in- A Management Knowledge Hub !)
yes
Yes, Brand knowledge is summation of brand immage and brand awareness which ultimetly creates the brand equity.
Brand Knowledge is simply put the sum total of what your brand is all about. It involves its strengths, weakness, market share, the 4 P's and its fuiture road map.
Brand knowledge is basically creating an awareness and also an ability to create a perception or an image about the brand in the consumer's mind.
brand knowledge in a way is the recall ability of the consumers whenever they hear or think about it.
Brand Knowledge is a function of awareness, which relates to consumers’ ability to recognize and recall the brand, or its image which consists of consumers’ perceptions and of associations for the brand
In simple words its awareness.A consumers ability to recall and recognise a brand with the perception attached to the brand personality
In simple words its awareness.A consumers ability to recall and recognise a brand with the perception attached to the brand personality.
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