Four States Small Business Blog

Why Top of Mind Awareness Is More Valuable than Aided Awareness

Posted by Kent Huff on March 11, 2020 at 8:00 AM

When calculating a brand's value, one of the most important metrics is awareness. While most businesses are concerned about raising brand awareness, not everyone realizes that there are different levels of awareness. The most important distinction is between top of mind (or unaided) vs. aided awareness. In order to identify these differences in awareness, you need to ask certain questions. There can be dramatic differences in the results produced from different types of awareness. In one study of car purchasing behavior, a Nielsen study found that top-of-mind awareness drives 90% of purchasing intent

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Topics: Marketing Strategy, Branding

How to Understand the Difference Between Branding and Marketing

Posted by Brett James on December 4, 2019 at 8:00 AM

One of the world’s favorite beer commercials doesn’t have much to do with beer but a lot to do with good branding.

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Topics: Integrated Marketing, Branding

How to Build Brand Equity (and Why it Matters)

Posted by Kylie Davis on November 10, 2019 at 8:00 AM

Think for a moment about the impact of the name Porsche or Tiffany’s. 

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Topics: Marketing Strategy, Branding

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