A Journey from Brand Awareness to Consumer/Brand Loyalty

Brand Awareness is an essence of brand equity. The expense deployed on building brand equity by giant companies of well-known brands is not an easy job. It¿s worth understanding the two-way communication between the brand and the consumer that how Brand Awareness(which is one of the important key to reach the ultimate level of the success of any brand) paves the way for Consumer/Brand Loyalty. In the era of dramatic environment and uncertainty, brand power is still going strong through extensive research on the marketing strategies and the brands(product/service) associated with it, to generate revenues and build long-term relationships with the consumers i.e. by establishing constant brand awareness, favorable associations, identity, personality, positive brand image, trust, preference and at last loyalty. This Book is based on in-depth research about Brand Awareness and how its underlying factors drive to attain Consumer/Brand Loyalty. It's interesting to find that Perception acts at times, as a mediator between Brand Awareness and Consumer/Brand Loyalty but it varies according to the product categories.