According to the determinants of brand equity, what two aspects contribute to brand awareness?

Brand awareness is a crucial element of brand equity that refers to how familiar consumers are with a brand and its products. The two key aspects that contribute to brand awareness are depth and breadth of awareness.

The depth of awareness pertains to how well consumers can recognize and recall a brand when prompted or in specific contexts. This involves not only recognizing the brand's name but also understanding its significance within the market, its associations, and the types of products it offers.

On the other hand, breadth of awareness refers to the range of situations in which consumers can think of a brand. This might include being aware of a brand in various categories or uses. For instance, a brand may be well-known for a specific product but having breadth involves recognition across different product lines or contexts.

Together, depth and breadth create a comprehensive understanding of how well a brand penetrates the consumer's mind, influencing choices and preferences, thereby enhancing brand equity. Other factors like price strategy, loyalty, or advertising play roles in brand strategy but do not directly enhance the foundational aspects of brand awareness as depicted through depth and breadth.