The concept of Branding holds tremendous importance for many years; it is the key to distinguishing the goods and services from one another. Customers’ simple understanding of the brand is to associate and reckon with easy information processing about product purchasing and being certain about the brand to build their trust with time.
This reflects the greater need from the organization’s point of view to have strong brands built through proper brand management resulting from effective marketing programs to create brand equity. The modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding today is used to create emotional attachments to products and companies’ brand awareness affects consumer loyalty and decision-making by influencing the formation and strength of brand associations in the brand image created through the different information attached to the brand in memory.
And it consists of brand recognition and recall performance. Brand recognition is related to consumers’ ability to confirm prior exposure to the brand when given the name as a cue. The brand recall relates to consumers, ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of probe or a cue summing up it can be stated that brand awareness remains fundamental to consumer life as the interaction initiation point to the brands.