Brand Recall
Unaided recall of a brand name given a product category. Customers can often name 1-7 brand names for a broad product category such as "airlines."Brand Recognition
Aided recognition of a brand. For example, when shown a brand name customers can correctly state that it's a brand of bottled water.Visual Branding
The ability to identify a brand from its visual symbols, advertisements, packaging and colors independently of brand name. In many cases, customers buy a particular product by its appearance but can't recall the brand name.Top of Mind
Top of mind is the first brand customers can think of for a product category. For example, customers might be asked "what is your favorite chocolate bar?"Brand Dominance
Brand dominance is when customers can't recall any brand but yours for a particular product category.| Overview: Brand Awareness | ||
Type | Brand Strategy | |
Definition | The ability of a target market to identify a brand by its attributes. | |
Related Concepts | ||
