Brand is the the term design and symbol, that identifies one seller’s good or service as distinct from the competition Initially, Branding was adopted to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the animal’s skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A brand can be one of the most valuable intangible and tangible asset of a business.
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. Brand awareness is of critical importance since customers will may not consider your 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. While brand recognition is a crucial element of the marketing mix the brand Identity needs to conform to the consumer expectations set my the brand values as implied by the company marketing strategy.