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For a brand that is yet to create any perception in the consumers mind, it is imperative that one focuses primarily on creation of brand awareness for the specific target audience. If as a consumer I donot know a brand one cannot expect me to engage with it either. Referring to the AIDA model of consumer buying behavior, awareness is the first step which will then arouse consumer interest and desire that will progressively lead to purchase of the products or services.Considering the brand is strapped for resources in the initial phase, creating awareness definitely takes priority over brand engagement.
