Brand awareness

Company Name : Exalogics
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By Jamal Panhwar

It is the ability of the consumer to recall and recognize the brand, with refrence with its corresponding product category (Aaker, 1991). It is very important for the brand that its consumers remember and recall their brand while making purchasing choices. If the brand has weak brand image then chances are very less for the consumers to recall it while making purchasing decision. Immense amount of advertising done is to create more brand awareness. Advertisements actually influence consumers intention to purchase (Mackenzie et al., 1986; Tsai et al, 2007)