Abstract:
Despite the status of brand awareness as a major advertising objective, there is actually little recent literature on the behavior of brand awareness and its dynamics. The statistical analysis of a large set of data allowed us to identify some psychological mechanisms of both spontaneous and aided awareness and the structural relationship between both of them. Our results show that in many product categories there are thresholds for spontaneous awareness. The location of the threshold, and its specific importance vary from one category to another, but the structural relationship is always identical. The characteristics of the threshold are strongly dependent (50% of the variance) on the position of the leaders which one can measure using the index of memory block.These psychological phenomena can create 6 strong barrier, giving a large advantage to the initial brand, almost known by all consumers. One can therefore contrast locked and open markets.
This could also be of interest:
Research Papers
Thresholds in brand awareness (French)
Catalogue: ESOMAR Congress 1987
Authors: Jean-Nöel Kapferer, Gilles Laurent
Company: IFOP
September 1, 1987
Research Papers
Brand awareness and image in relation to purchasing behaviour
Catalogue: The European Marketing Research Review 1967
Author: Michael M. Brown
 
August 1, 1967
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