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Markenbekanntheit ist ein Marketingbegriff, der den Grad der Wiedererkennung einer Marke durch den Kunden beschreibt. Unternehmen mit soliden Marken ziehen die Aufmerksamkeit der Menschen auf sich, bleiben im Gedächtnis und erreichen dadurch eine hohe Markenbekanntheit. Eine erhöhte Markenbekanntheit kann sich für Unternehmen als äußerst vorteilhaft erweisen, da sie zu mehr Vertrauen und Loyalität der Kunden und zu einer geringeren Preissensibilität führt.
Die Markenbekanntheit lässt sich in die folgenden fünf Kategorien einteilen:
Im Folgenden finden Sie eine Liste mit 10 verschiedenen Strategien, mit denen Sie die Markenbekanntheit Ihrer Organisation steigern können:
Companies with high brand awareness benefit from increased customer trust, increased credibility, higher customer loyalty, lower price sensitivity, and so much more. Most brands strive to create a solid image to avail these benefits.
There are five main types of brand awareness:
Unaided brand awareness refers to when customers recall a specific brand when asked an unprompted question about a product category. Top-of-mind brand recall is specific to the first brand that comes to a customer’s mind when asked a spontaneous question about a product category.
These are a few ways in which organizations can build their brand awareness by using social media as a tool:
Brands such as Coca-cola, Apple, and Nike all have high levels of unaided brand awareness and have achieved top-of-mind brand recall within their respective product categories.
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