Importance of Brand Awareness a Comparative Study

Importance of Brand Awareness a Comparative Study Introduction The ability of consumers to identify, describe and differentiate a specific brand from its competition is at the center of all branding initiatives carried out by different branding managers as they try to improve their brand awareness levels. This paper shall set out to discuss the importance of brand awareness by conducting a case study that compares two brands in Australia.Advertising We will write a custom case study sample on Importance of Brand Awareness: a Comparative Study specifically for you for only $16.05 $11/page Learn More This shall be done by highlighting the importance of brand awareness, comparing the breadth and depth of brand awareness for the chosen products and analyzing the results from the survey conducted in a bid to measure the level of brand awareness each product has in the Australian market. Importance of brand awareness According to Atiglan et al. (2009), brand awareness refers to the likelihood that consumers withi n a given market know of the existence and availability of a given product. Atiglan et al. (2009) further state that brand awareness is the degree of precision to which consumers link a brand to a specific product. Effective brand awareness is measured from the consumers’ ability to recognize or recall a specific brand. Similarly, Srivastava (2009) argues that branding efforts become futile if the product does not satisfy the needs of the targeted consumers. As such, the author states that brand managers should come up with brands that consumers can identify with in regard to the product’s performance, applicability and imagery. With this in mind, it is always important for brand managers to measure the brand awareness level of their brands in order to reap the learning, consideration and choice advantages. Keller (2008), states that effective brand awareness ensures that the brand is registered in the consumer’s mind. This means that a consumer is able to easil y recognize and recall a brand amidst other competing brands. In addition, brand awareness increases the probability that consumers will consider a specific brand and choose it when faced with options. As such, measuring the brand awareness level of a given brand is important to brand managers because it enables them to market and improve their brands in a manner that guarantees consumer satisfaction and loyalty.Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Breadth and Depth of Brand Awareness: Sample Description According to Keller (2008), the depth of brand awareness refers to the ease of recognition and recall and how strong the brand is categorized among competing brands. The breadth of brand awareness deals with the purchase and consumption considerations made by the consumer when choosing a specific brand. In order to measure these dimensions, a case study was conduc ted in a bid to establish the overall consumer satisfaction rating of two prominent quick service restaurants in Australia. McDonald’s restaurants and Subway restaurants were chosen and ten respondents selected to participate in the survey. Eating fast and maintain a healthy life style were the main considerations made by consumers frequenting quick service restaurants. This is according to results posted by respondents to a survey recently conducted in Australia. Age, gender and career choice played a pivotal role in determining the type of food consumers ordered. In regard to brand recognition, most people stated that they knew McDonalds and have had their meals. They attributed this to the fact that McDonalds is prominent, familiar and popular as compared to other brands. However, when asked of their satisfaction rating, most participants recalled that subway restaurants offered the best services in terms of price, quality of service and interactivity. Research method A qu alitative research methodology was selected for this study. The primary method of data collection was a survey. A semi-structured interview was conducted with the selected respondents and the results compiled and analyzed graphically. Table 1: selection criteria of respondents Gender No. of respondents Age of respondent Male 5 18-35 years Female 5 18-35 years This research method was selected due to its flexibility and its ability to give credible and computable results. In addition, it enabled the researcher to observe and interact with the respondents freely without inconveniencing their schedules. Out of the five male respondents, two were aged below 25 years old. Three of the female respondents were below 25 years old.Advertising We will write a custom case study sample on Importance of Brand Awareness: a Comparative Study specifically for you for only $16.05 $11/page Learn More The logic behind this classification is because younger females a re more conscious about their looks as compared to their older counterparts. On the other hand, older males are health conscious and try to live health lives. This criterion was effective since it was designed to evaluate the level of brand awareness of the selected brands in regard to consumer satisfaction. Measures The respondents were required to rate their satisfaction levels from the selected brands based on predefined parameters. The rating method was based on a scale of 1-5 stars, 1 star being the lowest score and 5 stars being the best score. These two restaurants were selected due to their market share and availability across the Australian market. Below is an overall presentation of the results posted from the survey. Research results As mentioned earlier brand salience focuses on the ability of the brand to create a lasting impression on the consumer mind. The results from the survey indicated that while McDonald’s is a renowned brand in Australia, its brand aware ness level is lower in comparison to the levels exhibited by subway restaurants, which are higher. The graph below shows the relationship between the respondents and their responses on the selected measures. Graph 1: respondents and response to brand awareness Measures Advertising Looking for case study on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More From the graph it is evident that the brand awareness levels of Subway restaurants are higher than those recorded for McDonald’s restaurants. This can be attributed to the fact that Subway restaurants have marketed their brands more effectively in terms of consumer satisfaction, quality of service and the ability of consumers to identify themselves with Subway’s products. For example, in their website, Subway restaurants offer their consumers a chance to develop a unique recipe for their meals. This is a marketing strategy that ensures that consumers have a sense of ownership to this brand, thereby guaranteeing their loyalty. In addition, subway’s emphasis on fresh and healthy products attracts more consumers. This ensures that their products are recognized, considered and chosen by consumers. On the other hand, McDonald has failed to address the key issues that may make their brand more prominent. By providing less quality products, McDonald’s has given Subway restaurants a competitive edge that remains unmatched in the Australian market. Data analysis Data analysis was categorized according to the drinks, breakfast and meal preference of the respondents as can be seen in appendix 1. In regard to drinks, McDonald’s brands were preferred by most of the respondents. Subway restaurant meals and breakfasts were preferred by all respondents due to the fact that they are healthier options in comparison to those served at McDonald’s restaurants. Below is a table showing a breakdown of brand preferences recorded by respondents Subway Meals Drinks Breakfast Pizza sub with cheese= 3 Chicken classic= 3 Chicken schnitzel= 3 Italian B.M.T= 1 Steak cheese= 1 Chicken parmigiana melt= 1 Turkey and ham= 1 Tuna= 2 Subway Seafood Sensation= 2 Chicken Bacon Ranch melt= 4 Subway Melt= 1 Veggie Delite= 1 Strawberry yogurt = 2 1% low-fat milk= 1 Chocolate milk= 2 Juice box= 2 Water= 7 Egg cheese= 8 Ham, egg and cheese= 6 Shortcut bacon , egg cheese= 5 McDonald’s Meals Drinks Breakfast Double cheeseburger= 3 Big Mac= 2 Cheeseburger= 2 Hamburger= 2 Filet-O-Fish= 1 quarter Pounder= 2 Chicken McNuggets= 1 Water= 7 Coke= 4 orange juice (Goulburn valley)= 1 diet coke= 1 chocolate shake= 2 Coke Zero= 1 frozen Fanta raspberry= 1 Espresso pronto cappuccino= 1 Latte= 2 flat white= 2 black tea= 1 White tea= 4 Sprite= 1 strawberry shake= 1 hotcakes with butter and syrup= 4 English muffin= 1 hash brown= 1 sausage and egg muffin= 1 NYC Benedict bagel= 1 Rosti brekkie wrap=1 The table above shows the number of respondents who could recognize and recall various products from the selected brands. From the results, it is evident that the depth of brand awareness for Subway brand products is higher than that of McDonald’s brand products. Conclusion Brand awareness provides brand managers with an avenue through which they can effectively market their products in a competitive busi ness environment. By ensuring that a brand is easily recognized, recalled and considered, businesses guarantee their survival, all the while increasing consumer loyalty. From this report, it is evident that brand awareness plays a pivotal role in marketing and it should be effectively implemented if success is to be achieved. References Atiglan, E, Akinci, S, Aksoy, S Kaynak, E 2009, Customer-Based Brand Equity for Global Brands: A Multinational Approach’, Journal of Euromarketing, vol. 18, no. 2, pp.115-132. Keller, KL 2008, Strategic brand management – building, measuring and managing brand equity, international edition, 3rd edn, Prentice Hall, New Jersey. Srivastava, RK 2009, Measuring brand strategy: can brand equity and brand score be a tool to measure the effectiveness of strategy?, Journal of Strategic Marketing, vol. 17, no. 6, pp. 487-497. Appendix Compiling results for depth of brand awareness Respondent Drinks Meals Breakfast Respondent 1 Coke, water, white tea Double cheeseburger, pizza sub with cheese, chicken classic, chicken schnitzel egg and cheese, shortcut bacon, egg and cheese, hotcakes with butter and syrup Respondent 2 Strawberry yogurt, latte, water Big Mac, cheeseburger, Italian B.M.T, steak cheese egg and cheese, ham, egg and cheese, English muffin Respondent 3 1% low-fat milk, chocolate milk, water, coke Double cheeseburger, chicken classic, chicken parmigiana melt hash brown, ham, egg and cheese, sausage and egg muffin, NYC Benedict bagel Respondent 4 Juice box, flat white, orange juice (Goulburn valley), Water Hamburger, turkey and ham, chicken Bacon Ranch melt, pizza Sub with cheese egg and cheese, ham, egg and cheese, shortcut bacon, egg and cheese, Respondent 5 water, diet coke, chocolate shake, Tuna, Subway Seafood Sensation, Filet-O-Fish shortcut bacon, egg and cheese, hotcakes with butter and syrup Respondent 6 Coke Zero, frozen Fanta raspberry, white tea Hamburger, chicken Bacon Ranch melt, Dou ble cheeseburger, egg and cheese, ham, egg and cheese, shortcut bacon, egg and cheese, Respondent 7 Espresso pronto cappuccino, latte flat white, coke, water, black tea Big Mac, pizza sub with cheese, chicken classic, chicken schnitzel shortcut bacon, egg and cheese, rosti brekkie wrap Respondent 8 White tea, water, sprite, strawberry shake chicken Bacon Ranch melt, subway Melt, quarter Pounder, Chicken McNuggets ham, egg and cheese, hash brown, hotcakes with butter and syrup, Respondent 9 Chocolate shake, white tea, latte (Espresso Pronto) chicken schnitzel, Tuna, Subway Seafood Sensation, egg and cheese, hotcakes with butter and syrup, Respondent 10 Strawberry Yogurt, juice box, chocolate milk Cheeseburger, quarter Pounder, chicken Bacon Ranch melt, Veggie Delite egg and cheese, ham, egg and cheese, shortcut bacon, egg and cheese, hash brown

American History Timeline - 1701 - 1725

American History Timeline - 1701 - 1725 The first quarter of the 18th century in America can be characterized as a time of conflict, with different European colonies- English, French and Spanish- waging fierce and political battles against each other and the Native American inhabitants over new territories and colonization strategies. Slavery as a way of life became entrenched in the American colonies. 1701 Fort Pontchartrain is built by the French at Detroit. October 9: Yale College is founded. It will not become a university until 1887, one of nine universities established in Colonial America. October 28: William Penn gives Pennsylvania its first constitution, called the Charter of Privileges. 1702 17 April: New Jersey is formed when East and West Jersey are united under the authority of the New York governor. May: Queen Anne’s War (The War of Spanish Succession) begins when England declares war on Spain and France. Later in the year, the Spanish settlement at St. Augustine falls to Carolina forces. Cotton Mather publishes The Ecclesiastical History of New England (Magnalia Christi Americana), 1620–1698. 1703 May 12: Connecticut and Rhode Island agree upon a common boundary line. 1704 February 29: During Queen Anne’s War, French and Abenaki Indians destroy Deerfield Massachusetts. Later in the year, New England colonists destroy two important supply villages in Acadia (present day Nova Scotia). April 24: The first regular newspaper, the Boston News-Letter was published. May 22: The first Delaware assembly meets at the town of New Castle. 1705 The Virginia Black Code of 1705 is passed, restricting the travel of enslaved persons and naming them officially as real estate. It read in part: All servants imported and brought into the Country...who were not Christians in their native Country...shall be accounted and be slaves. All Negro, mulatto and Indian slaves within this dominion...shall be held to be real estate. If any slave resist his master...correcting such slave, and shall happen to be killed in such correction...the master shall be free of all punishment...as if such accident never happened.   1706 January 17: Benjamin Franklin is born to  Josiah Franklin and  Abiah Folger,   August: French and Spanish soldiers unsuccessfully attack Charlestown, South Carolina during Queen Anne’s War. Chattel  slavery  is introduced by French colonists in  Louisiana, after they raid Chitimacha settlements. 1707 May 1: The United Kingdom of Great Britain is founded when the Act of the Union combines England, Scotland, and Wales. 1708 December 21: The English settlement at Newfoundland is captured by French and Indian forces. 1709 Massachusetts is becoming more willing to accept other religions as evidenced by the Quakers being allowed to establish a meeting house in Boston. 1710 October 5–13: The English capture Port Royal (Nova Scotia) and rename the settlement Annapolis. December 7: A deputy governor is appointed over North Carolina, although the Carolinas considered one colony. 1711 September 22: The Tuscarora Indian War begins when North Carolina settlers are killed by the Indians. 1712 The separation of North and South Carolina is officially enacted. June 7: Pennsylvania bans the import of slaves into the colony. 1713 March 23: When South Carolinian forces capture Fort Nohucke of the Tuscarora Indians, the remaining Indians flee north and join the Iroquois Nation, ending the Tuscarora War. April 11: The first of the peace treaties under the Treaty of Utrecht is signed, ending Queen Anne’s War. Acadia, Hudson Bay, and Newfoundland are given to the English. 1714 August 1: King George I becomes the King of England. He would reign until 1727.   Tea is introduced to the American colonies. 1715 February: Charles, the fourth Lord Baltimore successfully petitions the crown for return o Maryland, but he dies before taking control of the colony. 15 May: Maryland is restored to William, the fifth Lord Baltimore. 1717 Scots-Irish immigration begins in earnest due to higher rent rates in the Great Britain. 1718 Spring: New Orleans is founded (although not recorded,later the traditional date becomes May 7). May 1: The Spanish found the city of San Antonio in the Texas territory. The Valero  mission is established  at San Pedro Springs in present-day San Antonioby Fray Antonio de San Buenaventura y Olivares, a Franciscan missionary of the College of Santa Cruz de Querà ©taro. It would later be renamed the Alamo. 1719 May: Spanish settlers surrender Pensacola, Florida to French forces. Two ships of African slaves arrive in Louisiana, carrying rice farmers from the West Coast of Africa, the first enslaved Africans brought into the colony. 1720 The three largest cities in the colonies are Boston, Philadelphia, and New York City. 1721 South Carolina is named a royal colony and the first provisional governor arrives. April:  Robert Walpole becomes the English Chancellor of the Exchequer,and a period of â€Å"benign neglect† begins that will have huge ramifications in the years leading up to the American Revolution. 1722 The building later known as the Alamo is erected as a mission in San Antonio. 1723 Maryland requires the establishment of public schools in all counties. 1724 Fort Drummer is built as protection against the Abenaki, forming what would become the first permanent settlement in Vermont at present-day Brattleboro. 1725 There are an estimated 75,000 black slaves in the American colonies, out of a half-million non-Native American residents. Source Schlesinger, Jr., Arthur M., ed. The Almanac of American History. Barnes Nobles Books: Greenwich, CT, 1993.