BRAND ASSOCIATION OR BRAND AWARENESS
Nowadays Brands want to connect with consumers and maintain a lasting relationship. In order to do so the brand Image,
Brand awareness and the consumers’ perspectives are very crucial in order to maintain the relationship. There are two
approaches that can be used by companies in order to maintain a good connection with its customers. These approaches
includes Keller’s brand equity model which emphasized brand imagery and the Sharp’s emphasis on mental and physical
availability.
KELLER’S BRAND EQUITY
Keller’s Brand equity model is focused on having a strong brand by creating the right brand image. Hereby it is crucial to
construct ideal brand encounters and experiences. This approach will leave customers or prospects with positive emotions,
thoughts and convictions regarding the brand. A brand can therefore implement the components Brand awareness and
Brand Associations. Brand Awareness entails that consumers have heard about a brand but do not have any specific
knowledge about it. As for Brand Association, consumer have heard about a brand and know specifics about the brand due to
relevant and unique experiences/associations(.Kostelijk,Alsem,2020). Based upon this the Keller’s method has introduced
the cognitive approach whereby the knowledge about ones brand awareness as well as where the brands stand is recognized.
When this has been realized by brand, the realization can be set concerning the association with consumers. This is called
Brand Association(Kostelijk, Alsem,2020). Brand Association entails, what image the brand has based on consumers
perspectives and experiences. Based on these associations, brand equity can be obtained by the Brand or it can lose value.
This will then determine in which position the brand is (Kostelijk, Alsem,2020). This position can fluctuate based on the
different way, different consumers perceive the brand. Due to this Brands must be vigilant as this can affect its
reputation(Kostelijk, Alsem,2020) .
SHARP’S EMPHASIS ON MENTAL AND PHYSICAL AVAILABILITY
Sharp’s Studies explains the very importance of Brand Awareness. The reason for this importance is due to the effect that
consumer preference has on a brand(Kostelijk, Alsem,2020). When consumers decide which brand they prefer most, they
look at whether the brand provides good quality and how large the brand is, in regards to quantity of workers(Kostelijk,
Alsem, 2020). Furthermore it is important for a brand to be mentally and physically available. Mental availability occurs
when a company’s branding is clear and distinctive, hereby the brand needs to have a competitive advantage(Gilchrist,
2010). In order to make itself differ from the competition, a brand needs to understand its Assets and investigate how
consumers see their brand(Gilchrist,2010). Based upon this a brand can decide how it can incorporate its assets in an
effective way to improve it marketing(Gilchrist,2010). As for the physical availability, it is important to make product and
services accessible.(Gilchrist,2010) Hereby it is crucial to remove barriers in order to make the purchase journey easy for
consumers(Gilchrist,2010). In order to remove occurring Barriers, three components need to be taken unto consideration.
Firstly the ‘’presence’’, this component ensures that the offered product/service is accessibility throughout various channels,
such as social-media channels and specific retailers. Secondly the’’ Relevance’’ this component ensures that the brand
provides exactly what consumers demand. And thirdly the ‘’prominence’’ hereby it is important that the brand is easy to find
within the shopping environment (Gilchrist,2010). All three components need to be applied in order to gain a good physical
availability(Gilchrist,2010)
ARGUMENTATIONS
When evaluating both approaches it can be recognized that Sharp’s studies is more focused on the importance of Brand
Awareness. Whereas Keller’s find both Brand awareness and Brand Associations important. However which approach is
more adaptable for brands in order to maintain a healthy relationship with consumers?
When evaluating the Keller’s Brand equity it can be seen that it adapts Mind share as well as Heart share, this is because
Keller’s approach includes both Brand awareness and Brand association(Investopedia,2020). However Sharp’s studies is
only focused on Brand awareness, thus Mind share. Due to this matter Keller’s approach includes a higher involvement and
Sharp’s a lower involvement. This is because Keller’s approach takes the association/experiences into account, that
consumers have with a specific brand. Whereas Sharp’s studies primarily includes low involvement, This due to the fact that
it is more focused on Brand awareness. By incorporating this brands are only focused on presenting its products and services
to the audience instead of the personal connection(Investopedia,2020)
When looking at the six steps of the Hierarchy of effect, it can be stated that Keller’s Brand equity model is more applicable
for the Hierarchy, this is because these six steps includes gaining Brand awareness, providing knowledge of the product and
services. But also build a relationship with consumers by incorporating a emotional connection with the brand, including its
provided products and services.However, Sharp’s model only applies to the first two steps of the Hierarchy of effect, as these
steps are focused on Brand awareness and providence of knowledge(MBAskoolteam,2017). Moreover, The use of the Value
compass is crucial for brands in order to recognize whether the values of its consumers are aligned with the values of the
brand. Based on the information derived, brands can adjust their values accordingly(Kostelijk,2015). Keller’s approach is
hereby more applicable as it is focused more on building a emotional connection with its consumers whereas Sharp’s more
focused on its awareness.
BRANDING ADVICE GOOGLE NEST DEVICE
Google faced controversy due to the privacy concerns of its Nest device. The device had a secret microphone which was
connected with Google assist due to this matter the device was able to track every conversation, without the knowledge of
the consumer(Lee,2019) . The device originally attracted consumers due to its wide range of security option(Lee 2019). After
the discovery,Google immediate stated its apology. Due to the apology, the company was perceived as genuine( Lee,2019) .
The company has since then updated its product page and included a description of the Nest device Microphone
(Fussel,2019).
Based upon this information, it can be seen that the company has included Brand Association, throughout its apology to its
consumers and changing its products according to the customers’ needs. Furthermore the Brand has incorporate high
involvements by adding a description for the use of its device in order to inform the consumer on how to use the device
correctly. However this has not been the only scandal Google has encountered concerning privacy matters. Therefore it is
advisable for the brand to incorporate the use of the Sharp’s approach more as it is already implementing the Keller’s
approach in regards to Brand Associations.
