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What Is Brand Attention?

Erik J.J. Goserud
Erik J.J. Goserud

When a company becomes a brand, it seeks to become something greater than a typical corporate association. Successful branding can create an attitude synonymous with the image or logo that represents that company. Brand attention is the amount of public acknowledgment brought about by a brand's marketing campaign. Many successful companies have used their brand attention to create dynasties in their respective businesses. For example, the brand attention of the golden arches or swoosh symbol immediately invoke thoughts of McDonald's and Nike in many minds.

Building a brand is a key component in business and one in which more thought goes than most people realize. Rarely is a successful symbol and the ideas associated with it arbitrarily selected. Teams of experts generally determine the ideals and attitudes they want to express through a logo and work to develop commercials and other public outlets that serve to generate the positive brand attention necessary for maximizing profits.

Woman holding a book
Woman holding a book

Just as there are different types of companies that provide goods or services, there also exist specific subcategories of brands. Among these categories are concept brands and commodity brands. A concept brand surrounds an idea or movement, such as a diabetes awareness campaign. A commodity is a product, like the "Got milk?" campaign. If the company is a person, the brand is the personality, and this personality can be changed through advertising and marketing to acquire brand attention from a desired demographic.

Marketing is the strategic placement and use of advertising to gain the sale of a specific product to a particular demographic. This is not the same as branding but is instead an integral part of the goal for brand attention. There are three goals to a successful marketing campaign. The first is to identify the customer. This means finding out who exactly is interested in what the company has to offer. It is unlikely that a bikini company would direct their advertisements to nursing homes, hence the importance of identifying bikini wearers and, in turn, garnering their attention.

The next step of marketing, all in the name of brand attention, is to get the customer. This simply means convincing a person to purchase a product. Whether it is a luxury or necessity, there is always a certain amount of rhetoric needed to persuade a purchase.

The third step is perhaps the most difficult, and that is keeping the customer. A repeat customer is key to the long-term health and wealth of a company. Most markets are flooded with variations and competition, making this particularly difficult.

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Discussion Comments


@ysmina-- That's a good question but I think that the answer lies in the success of the company. If a company is doing good business in a country, obviously the brand attention is working. Because that's how people take notice of a brand and decide to pay for it.


@turquoise-- I personally think that a company believes it has full control over its brand attention. Although it's the company that starts and establishes its brand attention through logos and marketing, sometimes the brand may come to carry meanings that the company did not intend for.

Visit any part of the Middle East and ask people what the yellow arches stand for and they will surely tell you that it stands for Western culture and America. Many will go as far as saying that it represents imperialism and capitalism. Needless to say, the yellow arches don't exactly invoke ideas about fresh, crispy fries in every part of the world.

Now there is an example of brand attention that a company doesn't intend for. Is there such thing as bad attention or is all attention, good attention in this case?


I didn't realize that so much thought goes into branding and logos. I knew that a logo must represent what a company stands for. It has to be the face of the brand. It must be unique and must be associated solely with the company. But I also thought that management selected the logo based on their personal likes and dislikes. I didn't think that other factors go into the decision and I certainly didn't think that experts were hired for the job. So brand attention is a serious matter and it's clearly taken very seriously. I'm going to think about this the next time I'm at a mall and I see all the logos and brands.

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