Brand Awareness

In brand awareness we distinguish between active, not reinforced brand recall and passive, reinforced brand recognition. Brand awareness is a prerequisite for customers to relate to the brand association and image. Moreover, known brands are bought more often than unknown ones.

Source

ICV-Statement "Grundmodell für Kommunikations-Controlling"

Internet

[1]www.communicationcontrolling.de

First version by

ICV work group "Kommunikations-Controlling", leader: Dr. Reimer Stobbe