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The Science Behind Brand Awareness

“Yeah, I’ve seen that brand before – I think it’s my favourite.”

Music to the ears of any business owner, but how did the customer get there? We are going to provide a bit of insight into the scientific components that lead to the fruition of such a statement.


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Brand awareness is structurally defined firstly as the recognition of a specific brand, and secondly as brand recall. Brand recall is the consumer capability to associate the brand from memory when considering a set of services of products. For example, when you graze your knee, you reach for a Band-Aid, not a bandage. When you look something up online you ‘Google’ it instead of ‘search’ for it. Brand awareness has also been described as the practice of instilling specific traits of brands into the consumer’s mindset, so they’re aware of the product or service for that particular desired feature.


Awareness represents the initial consumer touch point with a brand in the process of attaining brand knowledge. This can range from simple identification of a brand name, to a highly established comprehension. One consequence of obtaining high levels of recognition and knowledge is that brands gain competitive advantages over others in saturated marketplaces. Brand knowledge as brand equity’s driving force consists of two dimensions – brand awareness and brand image. Brand awareness is one of the fundamental dimensions of brand equity, and is a prerequisite for the entire process of creating a brand knowledge system in the minds of the consumers.


Still awake? Good, because this part is super important. CBBE (customer-based brand equity) is generated when the target consumers become familiarized with brands, and harbour ‘favourable, strong, and unique brand associations’ in their mindsets. For a brand to be considered in the consumer decision-making process it must be easy for he or she to think of the brand when they consider the product category.


This is the key. Your levels of brand awareness are dictated by a consumer’s aptitude in identifying or recalling your brand within various contexts – especially during purchasing opportunities. 


However, the aim of brand awareness is about more than just simply a conscious recall of brands – so the marketing scientists tell us. It is also about people who have been affected positively by this awareness, leading to potential future customer acquisition.


The aims of generating brand awareness are to tap into the target consumer mind-set, and for an attitude or relationship to be established with said brand. The importance of this awareness is that it influences the eventual formation and strength of brand associations that result in a final perceived brand image. Prominent levels of brand awareness and a positively perceived brand image should increase the likelihood of a specific brand being selected over others, as well as producing higher levels of consumer loyalty and minimalizing susceptibility to competitors marketing endeavours.


…and breathe. Done? Good, this is where we take the science up a notch.


Brand knowledge is hypothesized as a construction of both these components of brand awareness and brand image, based on network memory and recall ability. Aside from brand knowledge and brand image, brand relevance must also work in unison with brand awareness. Without awareness your target audience will not be exposed to your branded messages or products, and without relevance of venue or situation they may be conscious of your presence but respond with ‘so what?’.


“From the initial customer pitch, to the point-of-sale, to the installation and activation of service – Credico’s outsourced suppliers are there to protect your brand’s image while gaining you new customers every single day.”


You may have seen the above plastered across our website, and on our social media channels – you think it’s a coincidence that it’s one of our main slogans?! We’ve seen how Brand awareness – which encompasses the relevance, knowledge, perceived image, recognition and recall ability of a brand – is required at all interaction points with consumers, and our idea was to try and communicate this in relation to its impact on gaining new business.



Being unaware of a brand > recognising a brand > recalling a brand from memory > preferentially choosing that brand from a list of competitors. > brand loyalty.


This above is a summation of the journey that successful awareness takes us on, and next time you hear someone say, “Yeah, I know some other similar products, but I’m going to go with BRAND X you will know the various components that have shaped his or her memory to get to their decision.


 Anyway, enough! Plenty of science for one day – stay tuned for more in the coming weeks.


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