The following diagram shows and explains the elements - also known as "tactics" that can be used to create brand awareness.
A product is essentially invisible until it achieves to have its own "personality" (brand). And just like a person, this brand will have features and characteristics that will make it unique, distinguishable and memorable.
Customer - The starting and central point.
1. Brand features and characteristics. Unique and distinctive - based on customer insight.
2. Symbol. The central concept of the brand articulated through a single, easy to recognize, memorable image.
3. Packaging. Brand tangible link between product and customer.