ABSTRACT
Language is a key strategic tool for managing a brand's impression to target customers and building brand equity. Brand equity is the value—both tangible and intangible—of the brand over and the monetary value of the product itself. Brand awareness refers to the degree to which consumers recognize a brand and correctly associate it with the right product. Brand awareness requires not only that consumers pay attention, for example, to an advertisement but also that they understand the message of the ad and retain it in some form. Brand associations refer to the knowledge and beliefs that a consumer holds in memory about a brand. Marketers seek to create an enduring relationship based on an emotional connection between the consumer and the brand. The benefit of this connection is that it can engender fierce brand loyalty. The chapter also presents an overview of the key concepts discussed in this book.
