Marketing Communications

158 CHAPTER 5 OBJECTIVES

Fanta or Lipton Ice Tea. Th is is their top-of-mind brand awareness. In an unaided context,

people may recall several brands spontaneously. Th is is brand recall or unaided spontaneous

awareness. But it is also possible that people recognise a brand by its package, colour, logo,

etc. Th is is brand recognition or aided awareness. Aided brand awareness is of course less

diffi cult to achieve. Less repetition and thus smaller investments are needed to establish it than

brand name recall. Research has shown that the correlation between recall and recognition is

on average 50%. Buyers will be better able to recognise brands than to recall brand names

spontaneously.^5 On the other hand, brand recall is not a guarantee that the buyer will recognise

the brand in a shop.

Photo 5.1 Coral Black Velvet: innovations

call for communicating category needs

Source : Reproduced with permission of Gesamtverband

Werbeagenturen GWA and J. Walter Thompson.

M05_PELS3221_05_SE_C05.indd 158M05_PELS3221_05_SE_C05.indd 158 6/5/13 3:01 PM6/5/13 3:01 PM