Which term refers to an awareness metric based on recognition of a brand when presented with the name?

Which term refers to an awareness metric based on recognition of a brand when presented with the name?

• A. Brand awareness
• B. Aided recall
• C. Unaided recall
• D. Brand recall

Answer: (B)

The key idea is recognizing a brand when a cue is provided. When respondents are shown the brand name and asked to indicate whether they recognize it, memory is triggered by that prompt, which is exactly what aided recall measures. This differs from unaided recall, where people must retrieve brands from memory without any prompts, and from broader brand awareness or brand recall concepts, which either refer to general familiarity or to unprompted retrieval in response to a product category. So, presenting the name as a cue makes this an aided recall assessment.

The key idea is recognizing a brand when a cue is provided. When respondents are shown the brand name and asked to indicate whether they recognize it, memory is triggered by that prompt, which is exactly what aided recall measures. This differs from unaided recall, where people must retrieve brands from memory without any prompts, and from broader brand awareness or brand recall concepts, which either refer to general familiarity or to unprompted retrieval in response to a product category. So, presenting the name as a cue makes this an aided recall assessment.