London Marketing Services

London Marketing Services

September 16, 2010 11:02 ET

London Marketing Services on Brand Awareness?

LONDON, UNITED KINGDOM--(Marketwire - Sept. 16, 2010) - Over 90% of consumers can identify what field a business is associated with based on its logo; this is known as brand awareness

London Marketing Services uses several different forms of direct marketing to create brand awareness for our many clients. In general, brand awareness describes the likelihood that consumers recognize the existence and availability of a company's product or service.

Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. Brand awareness has an influence on the buying behaviour of a buyer which can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand. However, in common market research practice, a variety of recognition and recall measures of brand awareness are employed, all of which test the brand name's association to a product category. This came about because most market research in the 20th Century was conducted by post or telephone as actually showing the brand to consumers usually required more expensive face-to-face interviews. However this was before web-based awareness became possible, which has led to logos and slogans becoming general knowledge to millions of people all over the world. This has led to brands becoming often more important than the actual product and leads to greater purchase intent (which is the plan to purchase a particular good or service in the future).

If brand awareness is raised then purchase intent generally follows the same trend and increases; although this does not always mean that profits will also rapidly increase as purchase intent generally descends after the initial campaign.

The use of direct marketing, whereby we are effectively showing the customers the brand and logo face-to-face is very effective at increasing brand awareness and this is why at LMS we have such a high demand from our clients!

Contact Information

  • London Marketing Services