Importance of Brand Awareness: A Comparative Study

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Table of Contents

Introduction
Importance of brand awareness
Breadth and Depth of Brand Awareness: Sample Description
Research method
Measures
Research results
Data analysis
Conclusion
References
Appendix

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.

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 within 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 products 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 consumers mind. This means that a consumer is able to easily 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.

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 conducted in a bid to establish the overall consumer satisfaction rating of two prominent quick service restaurants in Australia. McDonalds 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 qualitative 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.

The logic behind this classification is because younger females are 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 McDonalds is a renowned brand in Australia, its brand awareness 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

From the graph it is evident that the brand awareness levels of Subway restaurants are higher than those recorded for McDonalds 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 Subways 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, subways 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, McDonalds 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, McDonalds 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 McDonalds 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
McDonalds
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 McDonalds brand products.

Conclusion

Brand awareness provides brand managers with an avenue through which they can effectively market their products in a competitive business 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, Double 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

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