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February 2012
Brand awareness is the lowest level of brand recall. This is where the brand recall continuum begins, extending from simple brand recognition to having complex cognitive structures constructed on the basis of detailed information concerning the brand. The set of associations and facts about a brand is the direct result of a companys marketing activity, but also of other factors beyond the companys direct control, e.g. recommendations by other product users. The process of building brand image among customers or consumers should be methodically performed and monitored by the companys marketing department.
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Brand awareness is a starting point for customer satisfaction and loyalty studies
Customer satisfaction is measured as satisfaction both with various attributes of the same product and with the customers experience with the company. High brand recognition translates into customer loyalty. Customer loyalty is stronger if the customers positive associations with the brand and the knowledge they had about a product before their first contact with it have been confirmed and strengthened with the first purchase.
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High brand satisfaction and its presence in the consumers range of spontaneous recall translate into his/her loyalty he/she is more willing to buy other products of the same brand.
brand
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About PMR
PMR Research (www.research-pmr.com)
is the specialised custom research unit of PMR. It offers a full array of qualitative and quantitative research methodologies, providing services such as customer satisfaction studies, brand awareness and brand image research, distribution and competition studies, segmentation analyses, fieldwork, online surveys and customised analyses of selected branches of the economy. PMR Researchs services are available in over 20 countries of Central and Eastern Europe.
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