Difference between revisions of "Brand Awareness"
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In brand awareness we distinguish between active, not reinforced brand recall and passive, reinforced brand recognition. | In brand awareness we distinguish between active, not reinforced brand recall and passive, reinforced brand recognition. | ||
| − | Brand awareness is a prerequisite for customers to relate to the brand association and | + | Brand awareness is a prerequisite for customers to relate to the brand association and image. Moreover, known brands are bought more often than unknown ones. |
Revision as of 10:38, 11 October 2011
In brand awareness we distinguish between active, not reinforced brand recall and passive, reinforced brand recognition. Brand awareness is a prerequisite for customers to relate to the brand association and image. Moreover, known brands are bought more often than unknown ones.
Source
ICV-Statement "Grundmodell für Kommunikations-Controlling"
Internet
[1]www.communicationcontrolling.de
First version by
ICV work group "Kommunikations-Controlling", leader: Dr. Reimer Stobbe
