Awareness is a key determinant identified in almost all brand equity models
defines awareness as “ the customers’ ability to recall and
recognize the brand as reflected by their ability to identify the brand under different conditions and to
link the brand name, logo, symbol, and so forth to certain associations in memory”.
identifies other higher levels of awareness besides recognition and recall
He includes
top-of-mind, brand dominance, brand knowledge and brand opinion. Brand knowledge is the full set
of brand associations linked to the brand
for new or niche brands, recognition can be important. For well-known
brands recall and top-of-mind are more sensitive and meaningful. Brand knowledge and brand
opinion can be used in part to enhance the measurement of brand recall. Similar measures are used by
the Y&R and Total Research efforts. Aaker conceptualizes brand awareness must precede brand
associations. That is where a consumer must first be aware of the brand in order to develop a set of
associations