ABSTRACT

This chapter advocates an approach to brand development and campaign management that is informed by evidence-based decision making. Brand awareness encapsulates a more complex combination of factors than those represented by conversion. The concept and importance of brand is well documented and almost synonymous with the development of marketing as a discipline and as a professional practice. The result is that traditional marketing and the focus on brand primarily benefit larger organisations with the ability to invest significantly in traditional broadcast media advertising. Digital marketing practice challenges the primacy of brand awareness and reflects the attitude that online businesses can compete with bigger ‘brands’ through a balance of good conversion tactics and engaging brand collateral. Brand awareness and brand perceptions shape the way in which a consumer is pulled towards a purchase. Brand awareness and brand perceptions shape the way in which a consumer is pulled towards a purchase.