The extent to which consumers are familiar with the qualities or image of a particular brand of goods or services.

A brand can be a trade name, a sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service or business. But a brand is much more than this; it can also be a ‘promise of an experience’ and conveys to consumers a certain assurance as to the nature of the product or service they will receive and also the standards the supplier or manufacturer seeks to maintain.

In this category you will find: logo, product placement, pos, etc