Brand awareness refers to the degree of consumer familiarity with a company or its products.

Brand awareness is an important tool for companies to improve their visibility in the consumer market

Example – Apple, Amazon

Brand perception

Brand recognition refers to the ability of a customer to recognize a particular brand among various competitors by its name, slogan, jingle, color, mascot or logo.

Example – McDonald's distinctive gold-colored symbol M

Brand awareness: Reasons for McDonald's famous M

McDonald's symbolic curves promise stability and the bright, attractive color yellow stimulates the taste buds, while red attracts attention.

Brand recognition – role of packaging

Packaging plays a crucial role in brand awareness. For this reason, companies place special emphasis on packaging design and materials.

Example – Ferrero Rocher

Brand recognition and the science of tachistoscopes

The use of tachistoscopes helps to examine the effectiveness of the design based on specific criteria, including

– Degree of shelf effect
– Clarity and readability of the text
– Influence of design elements
– Packet size speed
– The distance at which the package is detected
– The angle at which the package is first identified

Brand recall

Brand recall refers to the ability of a consumer to remember the brand or product with or without the help of cues.

Example – Netflix and chilling

Types of recall

Unassisted remembering

Unaided recall is a technique used to determine the extent to which a consumer can remember an advertisement without the aid of images or cues.

Supported remembering

Aided recall is a technique that helps determine a consumer's level of recall of an advertisement by prompting them or by providing external cues.

Diploma

Example: Brand awareness and recall and their triggers

Identifying brand recall

McDonald's burger symbol M

KFC Fast Food Colonel

Apple iPhone 11 Pro Max

This video is about brand awareness and has the following subtopics.

time stamp

0:00 What is brand awareness?
00:34 Brand awareness
01:26 The reasoning behind McDonald's famous M
02:10 Role of packaging in brand recognition
02:56 Brand recognition and the science of tachistoscopes
03:31 Brand recall
03:58 Types of recall
04:06 Unassisted remembering
04:31 Assisted recall
04:57 Conclusion

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