Brand awareness is the customer’s ability to recall the brand and the ability of consumers to think of the brand first when seeking to meet their needs. Companies achieve brand awareness in three specific ways: packaging, promotion, and positioning. The goal of companies is to have 100% brand awareness. This would indicate that 100% of consumers would go to their brands first to fulfill their needs and wants. Although 100% brand awareness is difficult to achieve, companies with high brand awareness include Coke, Pepsi, Frito-Lay, Kellogg’s, Goodyear, Kraft and Sony.
In order to establish strong brand name, marketers need to understand how customers form brand perceptions. Keller (2003) highlights a model with which we can examine brand equity: the customer-based brand equity (CBBE) model. Describe the CBBE model. Additionally, provide detail of Blattberg and Deighton’s eight (8) guidelines as a means of maximizing customer equity. Lastly, outline seven (7) benefits for the brand related to the positive brand image created by a successful marketing program.