When a consumer has no idea what an RAV4 is, we say that this is an example of:
A) brand recognition.
B) brand nonrecognition.
C) brand insistence.
D) brand preference.
E) brand familiarity.

Question

Quizplus · Accepted Answer

Brand nonrecognition refers to a situation where a consumer is not aware of a brand or product. In this case, the consumer has no idea what an RAV4 is, indicating brand nonrecognition. The other options refer to situations where the consumer is aware of the brand, which is not the case here.

When a Consumer Has No Idea What an RAV4 Is