Looking at spontaneous recall [including first mentions] against prompted brand awareness can give us some broader insight into how the brand sits in the market.
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- Brands with high levels of spontaneous recall and prompted awareness are generally market leaders.
- Brands displaying relatively high levels of spontaneous recall but low levels of prompted awareness are typically specialist brands who might be industry leaders for a sub-category of product or service. An example might be the leading manufacturer of ride-on vacuum cleaners.
- Brands with high prompted awareness but low spontaneous recall typically fall into two categories:
- Marquee/crossover brands, those who are better known for products/services in other categories
- Defunct brands who are still recognized despite not being a big player anymore
Brands with low scores for both are generally weak but may be an emerging player. This is one of the reasons it is important to track these measures over time