A product category has many competing brands, and a company measures the percentage of consumers who recognise its brand without being shown a list. Which measure is it using?
Correct answer: B. Unaided brand awareness
- A. Brand loyalty
- B. Unaided brand awareness
- C. Brand association
- D. Perceived quality
Explanation
Unaided brand awareness measures whether consumers can recall a brand without prompts or a displayed list. Brand loyalty concerns repeated preference or commitment, not simple recognition or recall.
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