The complexity of brands and branding 11

The complexity of brands and branding 11 - Measures 1....

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Measures 1. Awareness Brand awareness means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. In fact, brand awareness has influence on buying behaviour of a buyer. All of these calculations are, at best, approximations. A more complete understanding of the brand can occur if multiple measures are used. (From: http://en.wikipedia.org/wiki/Brand_awareness ) 2. Recall Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires "unaided recall". For example a respondent may be asked to recall the names of any cars he may know, or any whisky brands he may know. Some researchers divide recall into both "unaided" and "aided" recall.
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This note was uploaded on 03/09/2012 for the course ADV 843 taught by Professor Dr.keithadler during the Spring '11 term at Michigan State University.

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The complexity of brands and branding 11 - Measures 1....

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