ECON 210 Brand Awareness: Conducted Analysis Fighting Brands: The Influence of Brand Awareness AbstractThe purpose of the this paper is to fulfill the average reader on how brand awarenessspeaks to an audience, particularly on how it influences the people’s buying power. There will bea focus on three major companies throughout this paper in order to narrow our research as such:Adidas, Facebook,
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ECON 210 Brand Awareness: Conducted Analysis Fighting Brands: The Influence of Brand Awareness
Abstract
The purpose of the this paper is to fulfill the average reader on how brand awareness
speaks to an audience, particularly on how it influences the people’s buying power. There will be
a focus on three major companies throughout this paper in order to narrow our research as such:
Adidas, Facebook, and Spotify. These were chosen precisely in order to hone in on different
sectors between each brand, while one focuses on sports the other supplies knowledge on media
and music in order to get a detailed outlook of most studies in a brand. Of course this goes
without being said that each brand listed above holds a powerful influence on the world as a
whole but our primary focus will be on brand awareness, now why is this important? The
attraction for customers has to appeal to corporate businesses in order for profit to rise. As
amazing as it may seem company logos are expensive and the patent or right to use that brand
requires lawsuits with hefty risks on the line. These cannot be decisions that are made whilst
withered in the wind, moreover they must be reflective and correlate to the needs and wants of
the companies displayed while fitting consumer needs. This secondary research paper was
collected from Grand Valley State University Library Database. Several documentations were
retrieved in order to gather accurate information about the three companies listed above.
Keywords: brand awareness, adidas, spotify, facebook, ethics
ontract. Knight Ridder Tribune
Business News Retrieved from
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Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. S. (2017). Responsible brands vs active
brands? an examination of brand personality on brand awareness, brand trust, and brand
loyalty. Marketing Intelligence & Planning, 35(2), 166-179. Retrieved from
http://search.proquest.com.ezproxy.gvsu.edu/docview/1868932785?accountid=39473
Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: Revisiting an old metric
for a new world. The Journal of Product and Brand Management, 26(5), 469-476.
Retrieved from
http://search.proquest.com.ezproxy.gvsu.edu/docview/1927778746?accountid=39473
Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communications,
10(4), 341-350. Retrieved from
http://search.proquest.com.ezproxy.gvsu.edu/docview/214190336?accountid=39473
Adidas group: Nine months 2006 results: Net income attributable to shareholders increases
22%; currency-neutral sales up 52%. (2006, Nov 09). Business WireRetrieved from
http://search.proquest.com.ezproxy.gvsu.edu/docview/445136372?accountid=39473
Washenko, A. (2017, March 09). Infinite Dial: Pandora still atop brand awareness;
THE INFLUENCE OF BRAND AWARENESS 9
Spotify listening surges. Retrieved from
https://rainnews.com/infinite-dial-finds-pandora-still-dominating-audio-brand-aw
areness/
Sexton, C. (2017, Mar 11). Advertisers tune into the mood for spotify. Sunday Business
Post
Retrieved from
http://search.proquest.com.ezproxy.gvsu.edu/docview/1901463177?accountid=39473
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