Brand Awareness

 

Many marketers view brand awareness much more critical for consumer goods brands as in traditional B2B markets.  But they are wrong.  Among Interbrand's 10 most valuable global brands, we find Microsoft, Intel, IBM, and GE. All generate far more B2B revenues than sales to end consumers. 

 

According to a recent study in the Harvard Business Review, “B2B marketers are realizing that developing brand awareness among their customers' customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors.”

So, if the definition of brand is “a collection of perceptions in the mind of the consumer."  

 

• What perceptions does the market attach to your brand?
• Are they consistent with how you want your brand to be recognized?
• Are there certain pockets in the market in which your brand is not even recognized?
• What attributes, if associated to your brand,  would resonate most with the market place?
• How are competitive brands viewed in the marketplace? 

Answers to these questions, as well as others are imperative in understanding and creating brand awareness.