Brand Awareness can be understood as the level of consumer recognition of a company. It can refer to the brand name, image, products, or services, and it has become crucial in differentiating a business in the busy marketplace of modern days.
When consumers are aware of the brand, they tend to go directly to the company for what they need, passing other competitors on their way. Brand awareness implies trust from consumers, and this ensures long-term success for any business.
Just consider some of the brands we currently use that have become synonymous to actual objects, like Adidas, Cola, Jeep, Xerox. These terms are known as brand eponyms, and they show how well embedded some products are in societies, and how brand awareness can play an essential role in building a brand legacy.
Building brand awareness is a delicate art, and it requires both originality and structure. Some of the key factors in developing a branding strategy are maintaining consistent brand image and values, focusing on customer service and dedicating efforts to social engagement.
The channels used for this purpose can vary depending on demographics, social values, or the products offered. Whereas brand awareness in the past has been achieved through traditional means, like billboards, classic marketing campaigns, and television, recent reports have shown that companies are increasingly focused on the digital channels made available by new technologies.
The shift towards digital for building brand awareness
Across Western Europe and the US, the shift towards digital is obvious, since statistics have shown that people spend almost six hours a day connected to digital devices: smartphones, desktop, laptops, streaming services or game consoles. At least some part of this time is spent interacting with favorite brands, and businesses have started to use this to better engage consumers and enhance their experiences related to the brand.
Using a digital-oriented approach can also mean more flexibility and better targeting of the audience, as opposed to TV and radio, which are much broader in terms of public. The digital environment can provide more accurate statistics that companies can use in their strategy, making sure that messages reach to proper communities.
In Romania, there is a steady increase in interest regarding digital means of building brand awareness. The trend has been led by international brands that have an established presence in Romania, and local brands have followed suit to keep up with the competition. As part of the current strategy for the Romanian market, the companies focus on storytelling and creating valuable content, while building a community and culture around their products.
Statistically, at this time, television and radio continue to be the most important communication channels in Romania for building brand reputation, although there is always a question of how efficient these traditional channels are in reaching the right public. Radio, billboards, and written press have less impact, but they still attract a lot of advertisements.
In the years to come, predictions indicate that Romania will become more digitalized in terms of building brand awareness, mostly because the new generations are more inclined towards this approach. As is the case for other societies, television and other traditional media will continue, but the impact will diminish, as digital means will help brands become closer and more personal with their consumers.