Question

7-29.Define brand recognition and brand recall. Explain the difference between the two concepts? Suppose a home furniture store wants to increase its brand recognition. Explain the process and media that should be used. Instead of brand recognition, suppose the furniture store wanted to increase brand recall. How would the media and message be different? Be specific.

Answer 1

When a customer recognizes a brand by simply by its packaging, odor, color, slogans or by the way it is being advertised, without its company name it is called brand recognition. The brand has become so famous, that it has an independent existence, from its company's name. When the customer needs a particular product, they go for that particular brand only, which they recognize. It is a deliberate recognition of a brand, by its customers.

When a customer needs a particular product and he/she could only think of a specific brand for buying the product, it is called brand recall. Brand recall is deeply associated with a product. A customer can knowingly or unknowingly think of only a particular brand, of the product they are going to buy.

Difference between Brand recognition and brand recall are as follows-

1. Brand recognition is the identification of a brand by the customers from the various audio, video techniques of promotion used to promote the brand. Brand recall cannot be done without brand recognition ie. without recognizing the brand, nobody can recall it.

2. Brand recognition is a conscious effort of the customers to recognize a brand. Brand recall is done by the customers in both conscious and subconscious state of mind.

3. Brand recognition does not mean strong customer loyalty to the product. Brand recall means very strong customer loyalty towards the brand of the product. ie. The customer can remember the brand in the subconscious mind also.

Suppose a home furniture store wants to increase its brand recognition. Explain the process and media that should be used.

To increase brand recognition, the furniture store can use the following process-

1. It can set up a showroom displaying its furniture from the glass window. ( if the company's budget allows)

2. It should try to try to make their furniture designs some unique types like somebody like to buy antique furniture, while others may like modern or somebody may go for utility one ie. which occupies less space.

3. It can display its product types by various social media.

4. It can develop an attractive website, and display all its models with their price list.

5. It can give an advertisement in the newspaper or can print pamphlets to distribute with the newspaper.

6. It can display its visual advertisement on television also.

7. It can sponsor for some event and let the furniture displayed in front of the customers.

8. It can also display visual advertisements in various search engines as well as on mobile devices.

Media used for Brand Recognition are - online media, print media as well as electronic media, public contact.

Instead of brand recognition, suppose the furniture store wanted to increase brand recall.

Practically, without brand recognition, brand recall is a bit difficult thing. But the process of brand recall should be -

1. To improve and maintain the quality of the product, so that customer satisfaction level can enhance, brand recall.

2. To announce special for making the customer remember like exchanging old for new

3. telephonic call to existing customer base

Media used- a personal relationship, print media

The message of brand recognition is to create awareness but the message for the recall is to make the customer again purchase the same brand products.Media would be different as for recognition one has to create impression and for recall , one has to make remember.