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* concluzie Forum Dezvoltare Afaceri Brasov, aprilie 2014
Building and maintaining awareness
A practical overview
“The fundamental purpose of marketing is to acquire and retain customers.
It has been demonstrated that elevated brand awareness is the first step in that direction, regardless of industry or market.
Although boosting brand awareness is a complex matter, it’s possible to identify practical considerations that apply in any market or competitive situation.
Awareness is built from the outside-in; identify what matters to the target audience and craft your brand message and identity accordingly.
Internal considerations such as management perceptions, past budget allocations, and adherence to scientific and legal jargon are less important in the battle to win awareness. Increasing awareness from 20% to 40% boosts preference by 10%”
Brand Preference vs Brand Consideration?
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