Brand Awareness, Marketing, and Customer Relationships

Name: Brand Awareness, Marketing, and Customer Relationships
Author: Jayanta Banerjee

Learn how to build brand awareness and create customer relationships through your marketing strategy.

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Course: On-Demand

In these lessons, we'll demonstrate how to integrate brand awareness into an overall marketing strategy. You'll learn the importance of relationships or bonds between the brand and the customers along with the techniques to do so. A marketing strategy is developed based on the environment and industry in which a business functions. It's a process designed to promote and sell a product or service while optimally utilizing an organization's resources. This process involves striving for long-term business objectives that a business wants to attain. To achieve these objectives, your organization should develop various actionable plans around the elements of a marketing mix, which primarily involve: product, place, promotion, and price. Increasing an organization's brand awareness is also an important part of the overall marketing plan. When integrating brand awareness into a marketing strategy, you'll have to understand two different components: brand recognition and brand recall. Brand recognition is considered effective when a target audience is able to identify a brand from audio or visual cues like logos, packaging, or music that separates the brand from others in the same market. Brand recall is a customer's ability to remember a brand from memory without any aiding reminders. For example, while visiting a grocery store, a customer may need to buy cereal. A particular brand comes to mind when they recall their favorite or the last kind they purchased. Brand recognition strategies are important in situations where buying decisions are made in person at the point of sale, or POS. Visual and audio cues, like signs and promotional music, are common in many retail outlets so the target customer can be easily exposed to them while shopping. In-store advertisement banners, display racks, or storefront window displays can help with customer conversion. But if buying decisions are made outside of the POS, brand recall becomes more crucial. This means brand recall is essential for service businesses and online brands. Customers will need to consciously seek out a brand by recalling it from memory when they're considering their buying needs. Brand recall might not be as important at the in-person POS, but a brand's overall perception still depends on how likely a customer will be to remember your business. A successful marketing strategy has a positive significance on a brand's awareness. There are three advantages of brand awareness. Learning advantage. Brand awareness helps strengthen the brand's association with the public. A customer or potential customer learns about the various attributes of a brand or business. Consideration advantage. Brand awareness enhances the possibility that the brand will be considered for purchase as part of a consideration set. According to Monash University Business School, a consideration set is the collection of alternatives that are strongly considered before purchasing. In the decision-making stage, consumers generally consider only a few brands for purchase. Brands in this list have better brand recall. Choice advantage. Effective brand awareness strategies influence people's choices among various brands within their consideration set.

Intermediate Provider : Jayanta Banerjee 6 Lessons · 22m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

Many organizations strive to develop deeper connections with their target customers, and these relationships are based on trust and reliability. You can begin to gain this trust by building and maintaining your brand. When consumers are presented with various brands that offer similar benefits, they’ll likely choose the company with greater awareness. When you integrate brand awareness strategies into your marketing plan, you can increase brand recognition, brand recall, and build more meaningful relationships with your customer base. Using metrics and analytics, you can also measure your campaign success and make more informed decisions.

In this course, Brand Awareness, Marketing, and Customer Relationships, you’ll learn how to integrate brand awareness efforts into your overall marketing strategy, and you’ll explore different techniques for creating beneficial customer relationships. This course will discuss the process of building brand awareness for existing and emerging brands. You’ll also understand how to measure campaign success using metrics and analytics.

What You'll Learn

Integrate brand awareness efforts into your overall marketing strategy
Understand brand recognition and brand recall
Create beneficial relationships with new and existing customers
Use metrics and analytics to measure campaign success
Build brand awareness for existing brands
Build brand awareness for emerging brands

Key Takeaways

Customer relationships are based on trust and reliability, which you can begin to gain by building and maintaining your brand.
When consumers are presented with various brands offering similar benefits, they are likely to choose the company with greater awareness.
Integrating brand awareness strategies into a marketing plan can increase brand recognition and brand recall and build more meaningful customer relationships.
Using metrics and analytics lets you measure campaign success and make more informed decisions.
The brand awareness building process applies to both existing and emerging brands.

Frequently Asked Questions

What will I learn in this course?

You'll learn how to integrate brand awareness efforts into your overall marketing strategy, explore techniques for creating beneficial customer relationships, understand the process of building brand awareness for existing and emerging brands, and learn how to measure campaign success using metrics and analytics.

Does this course cover both new and established brands?

Yes. The course discusses building brand awareness for existing brands as well as for emerging brands.

How does the course address customer relationships?

It explores different techniques for creating beneficial customer relationships with new and existing customers, based on building trust and reliability through your brand.

Does the course explain how to measure success?

Yes. It covers how to use metrics and analytics to measure campaign success and make more informed decisions.

What topics are covered in the lessons?

Lessons cover integrating brand awareness into marketing strategy, creating relationships with new and existing customers, using metrics and analytics, building awareness of existing brands, building awareness of emerging brands, and a knowledge test.

Professional Certifications and Continuing Education Units (CEUs)

Society for Human Resource Management (SHRM®)

Professional Development Credits (PDCs): 0.5

Certification Program Categories:

Leadership & NavigationBusiness AcumenConsultationGlobal MindsetEthical PracticeRelationship ManagementAnalytical AptitudeCommunicationDiversity, Equity & Inclusion

KnowledgeCity is approved by SHRM as a Recertification General Provider to offer SHRM-CP or SHRM-SCP professional development credits (PDCs). By taking the courses approved by SHRM, KnowledgeCity can award SHRM Professional Development Credits (PDCs) for HR knowledge and competency programs related to the SHRM Body of Applied Skills and Knowledge™ (the SHRM BASK™).