Imagine that you need to clean a surface and ask for a "Veja" instead of a multi-purpose cleaner, or when shopping, you might have written "Bombril" on your list, referring to steel wool.
These examples illustrate the concept of generic brands: those that have developed their brand recognition so effectively that their names have come to represent an entire category of products.
The Brazilian market is full of brands that leverage the concept of brand awareness to strengthen themselves in the commercial landscape, such as Bombril, cotton swabs, and some medicines.
In this article, we will explore the concept of brand awareness, its potential benefits and risks, and how Branddi can assist you in maintaining it.
What is Brand Awareness?
Brand Awareness, one of the most important marketing metrics, measures the level of recognition and perception consumers have of a brand.
This concept, also called brand consciousness, helps identify the relationship between companies and the products they offer in the market.
Increasing Brand Awareness makes a brand more visible and memorable to the public, highlighting it in a competitive landscape.
It’s not very useful for a company to be famous if consumers doubt its credibility, right? Whether due to buying counterfeit or very similar products.
Likewise, it’s not ideal for a brand to be trustworthy but little known among its target audience or without a clear differentiator compared to competitors.
Thus, Brand Awareness is strongly linked to branding, serving as an indicator of how effective brand management is.
This is clear because a brand with high awareness has more market value and depends less on factors like price, convenience, and technical features to attract consumers.
How Brand Awareness Can Benefit Your Business
Achieving a high level of recognition and prestige in the market strengthens the connection with consumers, including those who have not yet tried your products but already see your brand as a reliable reference.
Therefore, working on Brand Awareness benefits your company effectively.
Let’s see how:
Expands Brand Reach
One of the main goals of brand awareness is to expand a brand’s recognition, which inevitably broadens its reach.
For this reason, organizations must strive to ensure their brand is constantly integrated into the daily lives of their target audience.
To achieve this, it is crucial to implement a comprehensive strategy that includes presence on digital platforms as well as traditional media, and, where applicable, optimize distribution at points of sale.
For example, Havaianas is a Brazilian brand that stands out not only for its creative advertising campaigns but also for its strong presence in sales points.
Its sandals are available in its own stores, kiosks, supermarkets, and small retailers. Additionally, participating in fashion and cultural events increases visibility, making the brand a reference in casual footwear both in Brazil and abroad.
Sales Growth
When looking for a product or service, consumers often have a few brands in mind as references.
Companies that manage to stand out on this mental list tend to see a positive impact on their sales, outperforming those that are not as easily recalled.
Being at the top of consumer preferences generates greater trust in product quality.
Furthermore, it is natural for consumers to explore options from these familiar brands before venturing to try new alternatives.
Facilitates Advertising Process
Understanding brand recognition in the market is essential for improving marketing campaigns. This allows the creation of more effective strategies, both in branding and advertising.
When consumers have a favorable view of the brand, these impressions can be used to strengthen the relationship through targeted campaigns.
If the brand is not yet widely known, approaches must be adopted to increase visibility and highlight its unique characteristics.
Thus, brand awareness serves as a basis to determine the best way to promote it.
Risks to Your Brand Awareness in E-commerce
When we think about the digital environment, brand awareness faces significant challenges, with brand bidding being one of the most critical.
Brand bidding happens when competitors or resellers use a brand’s name as a keyword in paid ad campaigns, like Google Ads, to attract traffic that should naturally go to the brand’s official website.
This practice can divert consumer attention, who when searching directly for the brand, end up being directed to third-party products or services.
This not only dilutes the presence of the original company but can also cause confusion among consumers, compromising the shopping experience and the brand’s perceived value.
Impacts of Brand Bidding
The impact of brand bidding is multifaceted. Firstly, it can result in a significant loss of qualified traffic to the brand’s official site, directly affecting sales and revenue.
Additionally, when consumers are redirected to third-party sites, they may find offers that do not reflect the quality or values of the original brand, which can lead to an unsatisfactory shopping experience.
This confusion can harm consumer trust in the brand, as they may associate the negative experience with the brand name they initially sought.
To mitigate the effects of this practice, companies need to adopt robust and diversified strategies, such as brand protection.
It is also important for brands to invest in marketing campaigns that reinforce their identity and values, ensuring consumers recognize and value the authentic experience the brand offers.
Another effective strategy is optimizing SEO and the brand’s own digital marketing campaigns, ensuring the official website appears prominently in search results.
Protect Your Brand Awareness with Branddi!
Branddi offers comprehensive solutions to protect your brand against brand bidding and other threats to your brand’s online reputation. We use advanced monitoring and analysis tools to identify and combat unauthorized use of your brand name in paid ad campaigns. With Branddi, you can:
- Actively monitor: Our tools continuously track your brand’s online presence, quickly identifying any unauthorized use in ad campaigns.
- Protect your reputation: By combating brand bidding, we help maintain your brand’s integrity and reputation, ensuring consumers associate your brand with positive and authentic experiences.
- Maintain consumer trust: By ensuring consumers are directed to your official website, you preserve customer trust and loyalty, which are fundamental for long-term success.
- Increase sales: With proper protection, qualified traffic is driven to your site, increasing conversion chances and boosting your sales.
Protecting your Brand Awareness with Branddi is not just a defensive measure; it’s a proactive strategy to strengthen your market presence.
By ensuring your brand is consistently and authentically represented, you not only protect your values and reputation but also create a solid foundation for continuous sales growth.
Talk to our specialists and see how we can help turn challenges into opportunities, ensuring your brand stands out in the digital landscape and continues to earn consumer trust and preference.
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