Abstract
Purpose: To assess the relationship between brand recognition and brand presence and brand introduction.Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction.Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents.Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition.Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.
Highlights
Organisations have learned that the ability to communicate effectively and efficiently with their target markets is critical to their success; advertising occupies an important place in the framework of modern-day marketing
The results showed a strong, positive correlation between brand presence and brand recognition (r = 0.705, p < 0.000)
As measured by increased brand recognition, can be obtained by increased brand presence in an advertisement, and this assists the process of encoding brand information in memory as stated by Wilson and Till (2008)
Summary
Organisations have learned that the ability to communicate effectively and efficiently with their target markets is critical to their success; advertising occupies an important place in the framework of modern-day marketing. Researchers and practitioners concur that the task of marketing communications is to inform, persuade and remind consumers (directly or indirectly) about the products or brands that companies offer. Advertising represents the voice of a brand and is a means by which a brand can establish a dialogue and build relationships with customers (Kotler & Keller 2009). A brand is essentially a marketer’s promise to deliver a specific set of features, benefits and services consistently to the consumer (Kotler & Keller 2009). Brands serve significant communication functions and, in doing so, establish beliefs amongst consumers about the attributes and general image of a product (Hoffman 2003; Laforet 2010)
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