A STUDY ON BRAND AWARENESS WITH REFERENCE TO TATA MOTORS

Brand awareness is the key for building, creating and sustaining brands. Brand awareness play a major role in persuading, informing and reminding both potential and existing customers towards making a brand decision. It plays a vital role in shaping dreams and aspirations and helps customer take conscious product and brand decisions. Brand awareness with endorsements create easy remembrance for the customers for the advertised brand or product as a customer’s associate the brand with the celebrity and can easily register the brand. Some products or brands will hold to stronger position in the mind of the customers compared to others from the same category. Position of a brand in the mind of customer is always relative. When a brands name is recalled before others is called top of the mind positioning of the brand. Brand awareness also helps in creating top of the mind awareness of a brand and aims at facilitating brand recall. The focus of this paper is to understand if TV advertisements have an impact of youth purchase decisions.