Brand knowledge

Brand knowledge
Brand knowledge refers to the
knowledge that a customer has over
the brand.
It is customers extent of familiarity
& understanding of a brands
awareness & image.
Brand knowledge is a key to creating
brand equity, because it creates the
differential effect that drives brand
equity.

Dimensions of brand knowledge

Brand Awareness
Brand Image

 Brand awareness
Brand Awareness is related to the
strength of the brand node or trace
in
memory,
as
reflected
by
consumers ability to identify the
brand under different conditions.
Elements
of Brand Awareness
BRAND RECOGNITION
BRAND RECALL
BRAND RECALL

Role of brand awareness

Learning Advantages
Consideration Advantages
Choice Advantages