Importance of a High Brand Recall in Branding Strategy

One who thinks that pure logic is the guarantee of winning argument is surely mistaken. Logic does not always give the answers to these questions - Why do people buy what they buy? Why do people act the way they do in the marketplace?

Mumbai, India (prHWY.com) August 10, 2012 - Consumer Behaviour is therefore said to be a combination of science and art. If you ask people why they prefer a particular brand over the other, the responses they give are often not very accurate or useful. That may mean they really do know, but they are reluctant to tell you the right reason. More often, they really don't know precisely what their own motives are.

For when it comes to Brand Recall, minds tend to remember things that no longer exist. That's why recognition of a well-established brand often stays high over a long period, even if advertising support is dropped. I am sure all of us remember the punch line "2-Minutes", and I am sure that everyone related it with Maggi (a fast food product from Nestle) within nanoseconds. In the mid-1980s, an awareness study was conducted on blenders. Consumers were asked to recall all the brand names they could. General Electric came out number two--even though General Electric hadn't made a blender for 20 years.

The Brand Recall is divided into "unaided" and "aided" recall. 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. An "Aided recall" measure the extent to which a brand name is remembered when the actual brand name is prompted. An example of such a question is "Do you know of the "Yamaha" brand?".

To Lean more on Brand Recall | casestudy.co.in

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Tag Words: consumer behaviour

Categories: Advertising

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