Marketing (Fach) / Branding and Brand Management (Lektion)
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What does Brand Awareness means (as a means of memory-based categorization) ?
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Brand Awareness consists of brand recognition and brand recall
Brand Recognition: Does the consumer recognize the brand name?
Prerequesite: consumer has to have prior exposure to the brand
Brand Recall: The consumer has to recall the brand name from memory when given a cue (for example the product category)
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