If members of the target market for an Apple iPad do not initially recognize the brand name, but compelling advertising results in more members remembering the brand, we say the Apple iPad has achieved:
A) brand rejection.
B) brand preference.
C) brand nonrecognition.
D) brand insistence.
E) brand recognition.

Question

Quizplus · Accepted Answer

Brand recognition refers to the ability of customers to identify the brand when given some cues, such as the logo, color, or packaging. In this scenario, the customers did not recognize the Apple iPad brand initially but were able to identify it after seeing compelling advertising, which means that the brand achieved recognition. Brand rejection refers to customers actively avoiding a brand, brand nonrecognition means customers cannot identify the brand even when given cues, brand preference means customers prefer one brand over others, and brand insistence means customers will only purchase one brand despite other options being available.

If Members of the Target Market for an Apple IPad