Brand awareness is the ability of consumers to recognize the distinctive characteristics of one company compared to a competitor.
A company is perceived as having successful brand awareness where consumers can only recognize a company by visual or auditory cues without even hearing the company name.
The company’s marketing department comes up with signals that are then sold to customers.
Clues that can lead to brand recognition can take the form of names, trademarks, logos and jingles.
Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and make a brand stand out in the minds of consumers.
Brand loyalty - repeat purchases of a particular brand based on the perception of higher quality and better service than any competitor - independent of price.
Brand identity is the totality of human characteristics that are attributed to a brand.
“Companies must accurately define their brand identity so that it resonates with the right consumers.
Direct marketing consists of any marketing based on direct communication or distribution to individual consumers and not through a third party such as the media.