• Category:
  • Document type:
  • Level:
  • Page:
  • Words:



Brand awareness is the extent at which the buyers or the consumers of a particular commodity can recall or recognize the availability of a certain product or service offered by a particular company or business (Percy & Donovan,2012). Therefore, it’s of importance to understand brand awareness in order to analyze consumer behaviour and brand management. Motivational research is essential in evaluating brand awareness, it utilizes three techniques; observations of the consumer behaviours in terms of brand purchasing, focus groups that constitute a small number of people and interviews. While making decision to purchase a particular commodity it is essential for the consumers to have the ability to recall a particular brand that they intend to use (Yoo & Donthu, 2011). Recalling some of the features that distinguishes a product from the other for instance, the color of a certain brand can be the distinguishing feature. This paper therefore seeks to highlight the importance of motivational research in understanding brand awareness, It is evident that brand awareness is key to the success of any product in any competitive market, therefore the methodology of conducting and enhancing the motivational research on brand awareness as outlined above can be utilized and analyzed to develop brand awareness extent depending on the motivation sought using those techniques on the selected sample of targeted consumers.

According to Oh (2011), the decision of the consumers regarding a particular brand is largely influenced by the awareness they have regarding that product. Thus, brand information is key to the growth in sales of a particular product. While conducting marketing awareness research engagement is geared towards a given target audience. Choosing a brand is like choosing a friend since consumers are attracted or repelled to certain characteristics that are inherent in the product and absent in another related product. The consumers themselves are required to make decisions whether or not to purchase based on how they feel about that new brand. For instance, when making a choice between two brands of cooking oil, information presented is vital to the customer. One brand can indicate that the oil is free from cholesterol and vitamin E is present. while the other provides a plain packaging bag, the motivational research can apply observations to its target consumers on their purchasing behaviours and it will be evident that the company that has branded and made people aware of their commodity will be generating much sales unlike the other.

Offering of testers is another essential criteria to brand awareness in motivational research. While applying the technique of interviews in motivational research on two new companies dealing with yoghurt, one can be giving testing samples and another does not provide any samples during their brand awareness program. The sampled group will indicate that they are purchasing the product from the company that has provided them with samples, even if the one without samples is sweeter than the other one there will be a likelihood of receiving few purchasers for failing to offer testing samples (Netemeyer et al., 2014). Therefore it is of key importance to offer testers to customers during brand advertisement and it will help them make informed decisions when choosing a given brand that has alternatives. The uncertain customers can only be offered with samples to try without making any prior commitment of purchasing, this will build trust and increase brand awareness as well as sales for the company (Netemeyer et al, 2014)

According to Bill & Chan (2010) consumers’ motivation regarding a brand is normally shaped by previous experience and the convenience of the location. Thus, the location of any organization will highly determine the number of customers that will visit the premises every day in order to make purchases hence, strategic location and convenience is very important in brand awareness and thus motivational research is very instrumental in trying to understand the role that brand awareness plays on the overall sales of the company. Majority of the purchasers need to be aware where a certain brand can be gotten with convenience, places that are hidden have the tendencies of receiving few customers (Villarejo-Ramos & Sanchez-Franco, 2015). Brand awareness is an important marketing strategy that has been outlined in the previous studies of motivational research it enables a company to be at edge with other similar companies in order to improve sales in the similar competitive organizations. When an important product has been introduced in the market, an organization has to come up with ways to make the product recognizable. Motivational research based on observation technique clearly indicates that when a new product is welcomed or introduced into the market, it has barely no consumers, in trying to improve the customer base strategies of awareness are essential, thus, the organization needs to differentiate its product from other related products which can only happen through brand awareness (Homburg et al, 2010).

The consistency in communicating a brand requires the marketer to clearly define his or her target market (audience) and not focusing on everyone. With the development of clear and compelling message to the audience, consistency on all points is essential. Making the offer clear helps to make it easy to sell products (Xu & Chan, 2010). Motivational research studies states that when the brand fulfils the audience needs, this normally motivates them to make an impulse or repeat purchase and if not satisfied the owners of the products are likely to lose the customers. Following the understanding of one’s audience and the harnessing of these audience’s motivation, brand awareness becomes an easy task to the marketers (Villarejo-Ramos & Sanchez-Franco, 2015). While ensuring the success of a product in the market the awareness level should be managed entirely in that product’s life cycle. While conducting advertisement on the media they are normally aimed at providing awareness, hence ensuring the product will remain competitive and perform exemplarily. Players in the marketing field have come up with different types in brand awareness that is brand recall and recognition which normally offers different approaches to the consumers for making purchasing decision and marketing communication (Yoo & Donthu, 2011). Moreover, motivational research is very essential in guiding people to behave in a particular way, for instance, every individual has wants and needs and there is a great desire to satisfy or fulfil them hence, motivational research in brand awareness constitutes of aspects regarding life, health and fitness of personal development and also business while every consumer aims at achieving these aspects they will tend to buy a product they are aware of that meets their desires (Percy & Donovan, 2012).

Publicity is key to brand awareness, motivational research technique of interviewing the audience normally indicates that advertisement of a new brand makes them to want to know what expertly is in the new product, and the inherent characteristics of that new product. For instance, advertisement on detergents products makes it public to the consumers and hence guarantees an increase in sales thus, focusing more on advertisement on print media is important. When companies invest on publicizing its new product as way of brand awareness geared towards increasing sales and the customer’s base it is essential to maximize the number of that product’s consumers (Oh, 2011). Always it’s key in every organisation to deal with brand awareness as the first strategy of product development in the market.

Motivational research also plays a role in involvement of a slogan and jiggle, this is the involvement of the visual features a particular brand which helps change the dynamics of that product in the market greatly (Aaker, 2016). Manufacturers of automobiles have always devised unique slogans to differentiate their products. Brand awareness therefore, is important in making customer desire to have a particular product over another. The slogan is basically important to making the customer have the likeness to a certain product and thus, a product with a slogan aligned to it tends to have more customers (Yoo & Donthu, 2011). While there are many universities operating in the learning institution sector, offering the same diploma or degree courses that are indifferent in appearance but intended to serve the same market, for one to penetrate more than the other in the market it will be dependent more on how one has branded and made his or her product aware to those needing to study, thus with catchy slogans such as ‘The wind of freedom blows’ an Stanford university will be more appealing to future learners as opposed to those universities that lack enticing slogans.

Offering different and memorable brands, while designing the brand to offer in the market, consideration must be put on product differentiation and appeal in order to make the product memorable (Oh, 2011). For instance, motivational research techniques based on interviews to the targeted audience who desired to know the way they would react to a particular brand of maize flour being advertised in the media of the Mexican television adverts. After the interviews it was discovered that they were purchasing the maize flour due to the appealing nature and differentiated packaging bags that the flour was packaged in therefore, brand awareness is central to enhancing sales.

In conclusion, motivational research based on brand awareness is vital in determining how a product fairs in the market after conducting brand awareness of either new or existing product in the market mainly by focusing on a particular set of audience, thus, consistency, communication and differentiating of the product in essential in creating awareness and ensuring maximum profits. It is the work of the marketers to ensure that brand awareness is emphasized on and the designated customers that are important to that market.


Aaker, D. A. (2016). Measuring brand awareness levels across products and markets. California management review, 38(3), 102-120.

Bill Xu, J., & Chan, A. (2010). A conceptual framework of hotel experience and customer-based brand equity: Some research questions and implications. International Journal of Contemporary Hospitality Management, 22(2), 174-193.

Homburg, C., Klarmann, M., & Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance? International Journal of Research in Marketing, 27(3), 201-212.

Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., & Wirth, F. (2014). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.

Oh, H. (2011). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162.

Percy, L., & Donovan, R. J. (2012). A better advertising planning grid. Journal of Advertising Research, 31(5), 11-21.

Villarejo-Ramos, A. F., & Sanchez-Franco, M. J. (2015). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management, 12(6), 431-444.

Yoo, B., & Donthu, N. (2011). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.