Brand Awareness and Brand Extension Literature View
LITERATURE REVIEW
The Indian retail market is evolving rapidly. It is a parable that now Indian retail industry requires lots more of fashion. The organized retailing is developing at rapid speed. It is agreeable to all that fashion is a vital part of both the retail industry as well as the brands. Fashion has led the retail industry boom and it has sustained its dominance in malls, markets and stores. With radically changing fashion and retail industry, the Indian consumers are facing considerable transformation. With an increase income levels and increasing attitude "LOOK GOOD - FEEL GOOD", fashion is offering huge potential to penetrate deeper into the untouched Indian markets.
The research study has been carried out to study the significance and relative importance of increasing brand awareness and need for brand extension by fashion brands.
2.1 BRAND AWARENESS
Brand awareness refers to customers ' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. * Keller.
Brand awareness is of critical importance since customers will not consider a brand if they are not aware of it.
There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind is the goal of most companies.
Top-of-Mind Awareness: occurs when your brand is what pops into a consumers mind when asked to name brands in a product category.
Aided Awareness: occurs when a consumer is shown or reads a list of
The Indian retail market is evolving rapidly. It is a parable that now Indian retail industry requires lots more of fashion. The organized retailing is developing at rapid speed. It is agreeable to all that fashion is a vital part of both the retail industry as well as the brands. Fashion has led the retail industry boom and it has sustained its dominance in malls, markets and stores. With radically changing fashion and retail industry, the Indian consumers are facing considerable transformation. With an increase income levels and increasing attitude "LOOK GOOD - FEEL GOOD", fashion is offering huge potential to penetrate deeper into the untouched Indian markets.
The research study has been carried out to study the significance and relative importance of increasing brand awareness and need for brand extension by fashion brands.
2.1 BRAND AWARENESS
Brand awareness refers to customers ' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. * Keller.
Brand awareness is of critical importance since customers will not consider a brand if they are not aware of it.
There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind is the goal of most companies.
Top-of-Mind Awareness: occurs when your brand is what pops into a consumers mind when asked to name brands in a product category.
Aided Awareness: occurs when a consumer is shown or reads a list of