Brand awareness and recognition flashcards

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Brand awareness?

Consumer knows brand exists — foundation of brand knowledge pyramid.

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Brand recognition?

Identify brand from visual/audio cues (logo, jingle, packaging) when shown — aided recall.

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Brand recall?

Name brand unprompted from product category ('Name a cola brand') — top-of-mind awareness, unaided.

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Brand loyalty?

Repeat purchase preference despite alternatives — reduces marketing cost and price sensitivity.

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Brand equity?

Commercial value derived from consumer perception — awareness + associations + loyalty + perceived quality.

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Link to 2.4.1?

Packaging design is primary recognition cue — colour, shape, logo trigger instant brand identification on shelf.

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Define Brand Awareness.

The extent to which consumers are familiar with a brand and can recall or recognise it. It is the first step in the consumer decision-making process.

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What is Brand Recognition?

The ability of a consumer to correctly identify a brand when they see its logo, packaging, or other visual/auditory cues. It is a cued memory task.

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What is Brand Recall?

The ability of a consumer to retrieve a brand name from memory without a specific cue, when prompted by the product category. It is an uncued memory task.

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Explain Top-of-Mind Awareness (TOMA).

The highest level of brand awareness, where a brand is the very first one that comes into a consumer's mind when they think of a particular product category.

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Distinguish between Aided and Unaided Recall in research.

Aided recall measures recognition by providing cues (e.g., a list of brands). Unaided recall measures brand recall by asking consumers to name brands without any cues.