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1)
The
lowest
level,
brand
recognition, is based upon an aided recall test. Brand
recognition
relates
to
consumers’
ability
to
confirm prior
exposure
to
the
brand
when
given
the
brand
as
a
cue.
Brand recognition requires the consumers can
correctly discriminate the brand as having been previously seen or heard.
2)
The
next
level,
brand
recall,
which
relates
to
consumers’
ability
to
retrieve
the
brand
from memory
when
given
the
product
category,
the
needs
fulfilled
by
the
category, or a purchase or usage situation as a cue.
3)
The
first-named
brand
in
an
unaided recall task has achieved top-of-mind
awareness, a
special position. In a
very
real
sense,
it
is ahead of
the other brands
in a person’s mind.
The advantages of high level brand awareness:
Learning advantages
The
first
way
in
building
brand
equity
is
to
register
the
brands
in
the
minds
of
customers,
and
the
choice
of
brand
elements may
make
that
task
easier
or
more
difficult.
Consideration advantages
The
second
way,
it’s
important
that
consumers think of and consider the brand
whenever they are making a purchase for which the brand could potentially be
acceptable,
or
whenever
they
are
consuming a product whose needs the brand
could potentially satisfy.
Choice advantages
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