How to make a statement

5.1. Awareness

This strategy aims at increasing the visibility of a brand and making it more recognizable. This strategy is especially useful for new or emerging businesses, as it helps to create an awareness of the brand and its offerings in the marketplace. This is typically done through advertising, publicity, and other promotional activities.

An example of a company very successfully using the awareness branding strategy was 'Burger King'. Through their “Have it Your Way” campaign they were able to increase the visibility of their brand and make it more recognizable. But the same was true for McDonald's use of "Ronald McDonald". The meme above only works as a joke because people reckognize both.