Brand Value · Awareness · Component
The recall measure
Unprompted recall by buying situation, with prompted recognition alongside — because the gap between them is more informative than either.
The deliverable
What it is
Recognition is easy to achieve and worth very little. Recall at the moment of choice determines whether the brand is in the set being considered, and it is always a much smaller number.
A large gap between the two means the brand is known and not retrieved, which is a different problem from being unknown and needs a different response.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The unprompted
Who names the brand without being shown it.
3 attributes: Unprompted recall · Situation · First named
LearnThe prompted
Who recognises the brand when shown it.
3 attributes: Prompted recognition · List shown · Sample size
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Known but not retrieved is a distinctiveness problem. Not known is a reach problem. They cost very different amounts.
The other components in awareness
The situations
The occasions the brand should be retrieved for, listed rather than assumed — because awareness is situational and an overall figure hides where it is missing.
LearnThe comparison
The same measures for competitors, without which the figure means nothing — because rising while the category rises faster is a decline.
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