Brand Awareness vs. Intent to Buy

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  • 0:00 Brand Awareness
  • 0:48 Intent to Buy
  • 1:36 Digital Marketing
  • 2:26 Example
  • 3:09 Lesson Summary
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Lesson Transcript
Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and has a master's degree in leadership.

Making your product or service known to your customers can be a challenge. This lesson will discuss brand awareness and intent to buy, as well as how to use digital marketing to bridge the gap between the two.

Brand Awareness

Think about the last time you were watching commercials during your favorite television show. Most of the brands on the commercials are familiar to you, and you sometimes even know the brand before the end of the commercial. You might know what brand it is by the music or images you see. Brand awareness is the extent to which consumers are familiar with a particular brand based on its specific characteristics. For example, Apple products do not even have to write out their brand name in letters. The well-known apple symbol is enough for consumers to know that the commercial is about an Apple product. Brand awareness affects a consumer's decision to buy a product or service. We are heavily influenced by brands, which is why it is important for companies to focus on brand awareness.

Intent to Buy

There are different points in the buying process that customers go through when looking at certain brands and products. The intent to buy stage is when a customer is pretty certain he or she is going to buy a product. For example, imagine that you just broke your phone and need to buy a new one. You go into the phone store to look at new phones. Due to your circumstances, your intent to buy is at a high level. If you were just looking into buying a new phone in the future and you had not broken your phone, your intent to buy would be at a lower level. You might go into the store and browse new phones, but you would not necessarily buy a phone the same day. It is important for companies to understand their customers' intent to buy in order to know exactly what kind of support and services to offer.

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