The Importance of Top of Mind Awareness in Brand Development

Brand awareness is considered to be a very influential forecaster of how customers make choices when purchasing goods and services. Brand awareness is divided into brand recognition and brand recall as brand recognition confirms whether the brand is heard by people and brand recall shows if the brand is recalled from their memory. In addition, studies claim how brand awareness influences purchasing decision in circumstances when the customer is buying the product for the first time and it is not familiar with the product, as based on the brand awareness customers prejudice the quality of the product and make purchasing decisions. In high tech innovative products, studies reveal how brand awareness has a significant and positive relationship with the perceived quality, but the relationship is not significant with the purchasing behavior. Hence, it does not influence purchasing behavior.

Top of mind awareness (TOMA) is the initial step for building brand loyalty and product preferences and it is defined as the first brand name that comes to respondents mind when asked about a specific industry. Creating a well build connection and a strong relationship with clients is considered to be the main goal of every marketer worldwide. Therefore, brand loyalty is a bridge between the buyer and the seller.

Several studies investigated the relationship between different types of factors and brand loyalty. There is a strong correlation between brand loyalty and product involvement, especially attitudinal loyalty. Product involvement includes a strong commitment and a high motivation toward a product. The study reveals the fact how the above average level of product involvement is positively correlated with true brand loyalty and vice versa. Apart from the product involvement, perceived value contributes to brand loyalty as well, as perceived value has a positive relationship with brand loyalty. Customer satisfaction and brand trust are factors related to each other as well as to the customer behavior. Satisfaction is followed by brand trust while trust causes customer retention.

Different studies show similar but also contradictory results in regard to factors influencing brand loyalty. Involvement, perceived value, trust, customer satisfaction and repeated purchase have been studied in this regard by numerous researchers. Nevertheless, word of mouth was studied in regard to sales and its causes were investigated, but the literature misses the relationship between word of mouth and brand loyalty. Therefore, apart from the above mentioned factors, the relationship of positive word of mouth and brand loyalty is crucial for a successful marketing strategy in an enterprise.

The main goal of all marketing directors is to achieve high level of brand loyalty, including behavior, cognitive and emotional loyalty. Following the market research results, the next step is to create segments, and in addition create marketing strategies for each segment in order to maintain high levels of loyalty. Finally, the evaluation of strategies should take place in order to see whether to continue with the chosen strategy or make further adjustment based on customer feedback and brand analytics.Brand awareness is considered to be a very influential forecaster of how customers make choices when purchasing goods and services. Brand awareness is divided into brand recognition and brand recall as brand recognition confirms whether the brand is heard by people and brand recall shows if the brand is recalled from their memory. In addition, studies claim how brand awareness influences purchasing decision in circumstances when the customer is buying the product for the first time and it is not familiar with the product, as based on the brand awareness customers prejudice the quality of the product and make purchasing decisions. In high tech innovative products, studies reveal how brand awareness has a significant and positive relationship with the perceived quality, but the relationship is not significant with the purchasing behavior. Hence, it does not influence purchasing behavior.

Top of mind awareness (TOMA) is the initial step for building brand loyalty and product preferences and it is defined as the first brand name that comes to respondents mind when asked about a specific industry. Creating a well build connection and a strong relationship with clients is considered to be the main goal of every marketer worldwide. Therefore, brand loyalty is a bridge between the buyer and the seller.

Several studies investigated the relationship between different types of factors and brand loyalty. There is a strong correlation between brand loyalty and product involvement, especially attitudinal loyalty. Product involvement includes a strong commitment and a high motivation toward a product. The study reveals the fact how the above average level of product involvement is positively correlated with true brand loyalty and vice versa. Apart from the product involvement, perceived value contributes to brand loyalty as well, as perceived value has a positive relationship with brand loyalty. Customer satisfaction and brand trust are factors related to each other as well as to the customer behavior. Satisfaction is followed by brand trust while trust causes customer retention.

Different studies show similar but also contradictory results in regard to factors influencing brand loyalty. Involvement, perceived value, trust, customer satisfaction and repeated purchase have been studied in this regard by numerous researchers. Nevertheless, word of mouth was studied in regard to sales and its causes were investigated, but the literature misses the relationship between word of mouth and brand loyalty. Therefore, apart from the above mentioned factors, the relationship of positive word of mouth and brand loyalty is crucial for a successful marketing strategy in an enterprise.

The main goal of all marketing directors is to achieve high level of brand loyalty, including behavior, cognitive and emotional loyalty. Following the market research results, the next step is to create segments, and in addition create marketing strategies for each segment in order to maintain high levels of loyalty. Finally, the evaluation of strategies should take place in order to see whether to continue with the chosen strategy or make further adjustment based on customer feedback and brand analytics.

CIM Marketer, market researcher & analyst, business developer, marketing professional, MBA Sheffield Uni Alumna, intrinsically motivated and nature lover

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