4 Levels of Branding…And Brand Awareness is Just the First

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I am currently working on a new training programme and recorded a video about the importance of branding – there are four levels (if you can think of a  fifth, leave a comment and let me know lol!). This is a combo of what I’ve learnt from Tom Peters, Seth Godin and Raymond Aaron/JT Foxx at their seminar I attended earlier this year.

So brand awareness is level one – neither here nor there – people go on about brand awareness when really it means nothing. Take this example: I am well aware of Coca Cola (who incidentally have the highest number of fans on their Facebook page at almost 32 million at present!) but I do NOT buy it or drink it. It reportedly dissolves your bones and is unhealthy, so I hear, anyway don’t get me started on that…So who cares if I am aware of Coke? Now obviously Coca Cola has many many raving fans, this is the highest level of branding…anyway check out the vid and leave a comment.

[youtube]http://www.youtube.com/watch?v=2ktWrxtRRPY[/youtube]

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2 Comments

  • Raihan Hadi

    Reply Reply August 8, 2011

    Excellent explanation!

  • Kayvan

    Reply Reply August 15, 2012

    you’ve been focusing only on customers to define and differentiate the four levels. but I believe levels should be defined by different levels of stakeholders like customers(as you mentioned), current employees, potential employees and other stakeholders. and for sure you are able to define sublevels for each as you did for customers.
    regards

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