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extent to which a brand is remembered when pointed is called aided recall. An example of such a question is 'What is 'Kingfisher' famous for brand. For brand exposure companies look for high degree of unaided recall with respect to their competitors. The top of the mind recalled brand is the first to be evaluated in consumers mind for purchase. For the purposes of our research Brand Recall is being measured through the Likert Scale.

Measures:

Please name all the brands of beer you can think off.

Please name all the brands of beer you can think of that you would bring to a youth party.

We realize that it is not only important to measure the depth of recall (the percentage of people who know about the brand) but also the width of recall (the cues that lead to brand recall), which in our case is the kind of surrogate advertising which helps the consumers recall the brand. Typical cues would be:

Subcategories.

Consumption occasions / goal ( beer you would like to take for a beach-party ).

Places (available in super-markets, bars etc.).

People ( drink alone, in a group ).

Brand Recognition:

Brand Recognition reflects the ability of a consumer to see a particular brand as an established brand and not as a brand which they are seeing for the first time. In a recognition task consumers see stimulus ( e.g. mineral water bottle of Kingfisher ) and must say whether they have seen it before.

Here it is important to make the task as realistic as possible by allowing only a short amount of time to answer the recognition question and by using realistic stimuli and context. The experimental group and control group are exposed to different stimuli (e.g. competitor's brand). In the next step people see the 'old stimuli' again with 'new ones' and are asked to decide if the stimulus is old or new.

To correct for people's tendency to guess ( to say that they recognize when in fact they are uncertain ) one can compute a score called d-Prime score (HR-FA),Where,

HR : Percentage of respondent who correctly identify the target stimulus:

FA : Percentage of respondents who incorrect identify a 'new stimulus' which has not been shown before.

The following questions could be asked:

Here is a list of (brand/ads/logos), do you remember seeing these today, yesterday, last month etc.

Complete the following: K_NG_ISH_R, B_C_RD_ etc.

Brand Image:

Brand Image is the overall perception of a product which the consumers have. It is basically the kind of association which they develop between the product attributes (existing as well the non-existing but desired) and the brand name. Brand Image is built through a period of time and advertisement plays a large role in this. Whenever an advertisement is made, a company makes certain claims about the attributes of the product. This forms part of the expectations which potential customers generate and a positive relation between these expectations 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。