What is Brand Knowledge?
Brand knowledge definition: brand knowledge refers to a consumer’s understanding and recall of a brand and its products.
Brand knowledge is typically concerned with the consumer’s ability to remember, say, or associate a brand with the correct:
- Brand story
- Brand values
- Brand partnerships
Customers who can recite this information are considered to have a high level of brand knowledge.
People who have read the book Shoe Dog by Phil Knight have a high level of brand knowledge about his company, Nike.
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Additional resources about Brand Knowledge
- Understanding Brand Knowledge
- Branding knowledge you need to know
- Building brand knowledge structures