The Effect of Brand Awareness on Consumer Buying Behavior


Many products compete with one another, so having a brand identity through which a consumer can identify your company and distinguish your products from other products is essential. Brand awareness affects consumer buying behavior in many complex ways. A brand is more than simply a name that you put on a product; a brand is a certain identity that consumers come to attach to your product through the product's use and advertising.

Brand Loyalty

  • Many consumers become loyal to a particular brand and consistently buy it over its competitors. This often happens because a consumer identifies a certain level of quality with a certain brand. A consumer often develops an emotional attachment to a certain brand. Consumers buy products with that brand because of the positive associations they have developed.


  • Certain kinds of brands tend to go in and out of style. This often happens with clothing and other purely consumer items such as fragrances. A brand will become popular, and people feel a need to purchase it in order to take a part in its popularity. Some brands become popular for a short time, and then go out of fashion again, losing business. Keeping a brand in style can be hard over time.

Negative Associations

  • A brand can have a negative effect on business if consumers have negative associations with it. This can happen if a particular brand has been consistently put on products of a lower quality. Many businesses, such as car manufacturers, have found that after a certain period of time, their products became much harder to sell because the quality of their brand name deteriorated.


  • Many companies greatly expand their business by using advertising to create a greater awareness of their brands. A successful advertising campaign sticks in the popular consciousness and causes a brand to become more recognized. For example, many humorous commercials have helped put new companies on the map.

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