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Difference Between Brand Recall & Brand Preference
Posted By: madhuparnam* on 2/5/2005 3:46 AM (CST) 25 Points
what is brand recalling and creating brand preference? which is most difficult objective with respect to marketing and why?

Posted by: Carl Crawford Accepted Answer
2/5/2005 4:53 AM (CST)
Brand recall is:

http://www.asiamarketresearch.com/glossary/brand-recall.htm

Brand Preference:

http://www.marketingprofs.com/4/doerr6.asp


Which is the most difficult objective with respect to marketing and why?

Read the marketingprof article above

Please DO A www.google.com search and search the past questions http://www.marketingprofs.com/ea/qst_search.asp and the article archive (the search box on the right hand corner.

We are here to help, but not do your home work for YOU. And post further questions in the student category.

Carl 2nd year student Crawford
 
Posted by: blanalytics Accepted Answer
2/5/2005 8:36 AM (CST)
Brand recall is an aided or unaided statement of brand awareness. Preference is usually derived from a statement relative to "what is your favorite brand" in XYZ category? Obviously, preference is an attitude which is more difficult to gain. I can be aware of Pepsi, but Coke might be my favorite brand. Get the idea?
 
Posted by: Markitek Accepted Answer
2/5/2005 9:08 AM (CST)
Brand recall is simply remembering a brand, but doesn't necessarily transalte into brand preference. People remember brands but don't choose the product for one reason or another.

Brand preference is just that: preference. Here, the brand must not just be in their head, but they must have used it and received satisfaction from it.

The latter is more difficult than the former, because the product/service must be good enough that people wish to use it again.

Consider the answer from Google above. You will remember his brand--apart from the fact that he uses Google--but you will not develop a preference for it since his answer was unsatisfying.

For me, always, the most difficult part of marketing is knowing the marketplace. Also the most critical. As you develop your marketing skills and expertise, focus on techiques that bring you closer to the market--there are many of them.

After that, for me, comes pricing, because there is so much risk involved in that decision.
 
Posted by: Michele Accepted Answer
2/5/2005 2:34 PM (CST)
Brand recall is typically tested through questions on spontaneous (unprompted) awareness:
When you think of soft drinks, which brands come to mind;
preference is tested by asking respondents which brand they prefer against a set of factors:
'Which sot drink taste do you prefer'
Which soft drink packaging do you prefer

These can either be promoted or unprompted.

Hope this helps.
Michele
 
Posted by: mgoodman Accepted Answer
2/6/2005 9:56 PM (CST)
I think the previous responses answer your question. I'd add that there are a few different ways to measure brand preference, just as there are different kinds of awareness (e.g., aided, unaided, in context of a category, etc.).

One way is to find out what criteria are most important in selecting a brand in a given category. Then have respondents rate all the brands in a category on each of those criteria. Use a weighted average to determine the theoretical preference.

Another is to ask people directly which brands they are most likely to purchase (and why).

Still another is to look at market share in stores where all brands are present.

Etc.

Preference is much harder to measure (in a meaningful way) than awareness. It's also much more difficult to generate.
 
Posted by: kulkdeepu* Member Response
2/28/2005 5:30 PM (CST)
brand recall can be achieved by advertising your brand extensively but extensive advertising may not get you brand preference.
for brand preference you have to be consistant with your deliverables and prove you are self worthy in the market. in other words you have to excel your competitors.
hence in brand recall competition does not come into picture where as in brand preference competitors play a very active role.
brand preferance can be relatively personal. brand recall is normally community relative. cause a company may propogate themself heavily in the market but not necessarily satisfy every one.
brand recall may get you the first time buyers. if you satisfy them 100% then the brand preferance comes in to play...
am i being a good teacher?
 
Posted by: Shelley, MProfs Moderator Response
3/11/2005 1:03 AM (CST)
Everyone, thanks for participating. I am closing this question since it's gathered a considerable amount of dust.

In the future, I'll make an effort to block the homework assignments that students like this one frequently post on the forum. I appreciate your support.
 


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