STUDY ON “BRAND RECALL – SURVEY AND

ANALYSIS”

SUBMITTED BY
M.RAMESH KUMAR
I-MBA
ID.NO: 09-608-016

DERPARTEMENT OF AGRICULTURAL AND RURAL MANAGEMENT

TAMLNADU AGRICULTURAL UNIVERSITY

COIMABTORE

JUNE 2010
 CONTENT

1. INTRODUCTON
1.1. BRANDING
1.2. BRAND AWARNESS- A BRAND BUILDING CONCEPT
1.3. BRAND RECALL –MEANING AND CONCEPTS
1.4. TYPES OF BRAND RECALL
1.5. NEED OF THE BRAND RECALL
1.6. FACTORS AFFECTING BRAND RECALL
1.7. BUILDING `BRAND RECALL’ - STRATEGIES

2. MAIN THEME OF THE STUDY

2.1. OBJECTIVE OF THE STUDY
2.2. SCOPE OF THE STUDY
2.3. LITERRATURE REVIEW
3. RESEARCH METHODOLOGY
3.1. RESEARCH DESIGN
3.2. SOUCES OF DATA
3.3. SAMPLE SIZE
3.4. ANALYTICAL TECHNIQUES

4. ANALYSIS AND INTERPREDATION

4.1. RESPONDENTS PROFILE
4.2. TOP OF MIND AWARNESS SURVEY
4.3. UNAIDED RECALL SURVEY
4.4. BOTH UNAIDED AND AIDED RECALL SURVEY

5. FINDINGS AND CONCLUSION

5.1. FINDINGS
5.2. CONCLUSION
5.3. REFERENCES
 CHAPTER- I
INTRODUCTION

Branding:
Branding is an art and is cornerstone of marketing. The success of any
company depends on heavily depends on the brand strategies. Because,
Brands are wealth creators of 21st century.

Brand is promise, it says `you know the name, you can trust the promise’.
Brand strategies are based on identity, positioning and image. The brand
identity is core element of the internationalization strategy. The American
Marketing Association (AMA) definition of a brand is “a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods
and services of one seller or group of sellers and to differentiate them from
those of competitors”. Functionally and contextually, they are proprietary
Visual, emotional, rational, and cultural images associated with a company
or a product. When we think of Volvo, we might think of safety .the fact that
we remember the brand name and have positive associations with that brand
makes the product selection easier and enhances the value and satisfaction
from the product.

Brand Awareness - A Brand Building Concept:

Awareness refers to the strength of a brand’s presence in the consumer’s
mind. Awareness is measured according to the different ways in
which consumers remember a brand, ranging from recognition to recall to
top of the mind.
 
Recognitions reflect familiarity gained from past exposure. Recognition does
not necessarily involve remembering where the brand was encountered
before why it differs from other brands or even what the brands product
class is. It is simply remembering that there was a past exposure to the
brand. When consumers see a brand and remember that they have seen it
before they realize that the company is spending money to support the brand.
Since it is generally believed that companies will not spend money on
products consumers take their recognition as a signal that the brand is good.

Many companies, especially while introducing a new product in the market

find that sales cannot be sustained without constant advertising. Sales charts
always show a meteoric rise post-advertising burst. Companies often rerun
advertisement on different channels over the year to sustain the brand
awareness and ensure that the consumers are exposed to the brand.

BRAND RECALL –MEANING AND CONCEPTS:

Brand recall is the potential of customer to recover a brand from his
memory when given the product class/category, needs satisfied by that
category or buying scenario as a signal

Brand Recall is the extent to which a brand name is recalled as a member of

a brand, product or service class, as distinct from brand recognition.
Eg: A brand (Bisleri) is said to have recall if it comes to consumers’ minds
when its product class (mineral water) is mentioned.
Brand recognition  also known as brand recall.
Here customers are aided in recalling or recognizing brands or associating
brands with a product class. This is important at the point of purchase. The
contribution of awareness to building up equity for the brand can be gauged
by the fact that high awareness creates associations in the customers mind.
He or she is able to associate different images with the brand and this in turn
can help generate a customers liking for it. It can also lead to a large base of
committed customers, and all these benefits in turn will help the firm have
more leverage in the market place.

TYPES OF BRAND RECALL :

Some researchers divide recall into both "unaided" and "aided" recall.
 AIDED RECALL
"Aided recall" measures the extent to which a brand name is remembered
when the actual brand name is prompted. An example of such a question is
"Do you know of the "Honda" brand?"

UNAIDED RECALL
Common market research usage is that pure brand recall requires "unaided
recall". For example a respondent may be asked to recall the names of any
cars he may know.
In terms of brand exposure, companies want to look for high levels of
unaided recall in relation to their competitors. The first recalled brand name
(often called "top of mind") has a distinct competitive advantage in brand
space, as it has the first chance of evaluation for purchase.

NEED OF THE BRAND RECALL:

1. Getting consumers to “think” about your brand more often, and in more
buying situations, is one of the most under-rated marketing challenges that
brands face today.

To overcome this challenge, creating brand awareness by way of `brand

recall` is necessary strategy.

2. To create a distinct competitive advantage in brand space, as it has the first

chance of evaluation for purchase.

In terms of brand exposure, companies want to look for high levels of

unaided recall in relation to their competitors. The first recalled brand
name (often called "top of mind") will have high brand recall power.

3. To establish stronger brand position in the mind. Still at a higher level is the

top of the mind recall; it is the brand, which comes first to the mind.

4. To create top of mind awareness which indicates a relative superiority a

brand enjoys above others.
 Sometimes a brand becomes so dominant that it becomes the only recalled
brand in the product category.

Factors Affecting Brand Recall:

Brand Name: One of the most important factor affecting brand recall is the
brand name. Brand name plays an important part in creating awareness for a brand.
Also whether the name is really very meaningful or completely baseless they both
affect brand awareness. 
Advertising: Advertising also helps to create Brand recall in a big way. Take any
brand name Fevicol, Vicks, Pepsi all have used ads for creating awareness among
their consumers.
Celebrity:- Another important factor affecting Brand recall is the celebrities
endorsing the Brand. Whenever you see a celebrity you love endorsing a brand you
tend to propagate the Brand.
Parent Company:- To a large extent the parent company helps in promoting a brand.
The parent company in many cases is so popular that its brand automatically
become popular and people become aware about the product.
TATA always promotes it brand with its name along with the brand such as TATA
INDICA, TATA INDIGO, TATA SALT.
Sales Promotions and Offers: - It also helps in making the consumers aware of the
brand. Some of the sales promotion activities that companies carry out help them
in a big way to make their target aware of the brand.
1st Mover Advantage: - Usually the company that enters a product category first has
good awareness about its brand. Usually people tend to remember the first player
to enter the market.
Parle products “BISLERI” in the packaged water segment.
Public Relations: - The coverage that the fourth estate and magazines provide a
brand also helps in building awareness about a brand.
The popularity of local restaurants such as J.W.Marriot has been boosted by  
the   page 3 mentions in the Bombay Times supplement of The Times of India.
Direct Selling: - Some of the companies use direct selling as a platform to
create brand recall.
Eureka Forbes water filter “AQUA GUARD”.
Peer Group Opinion: - Peer group opinion also plays an important part in the
whole brand recall exercise. Usually people tend to discuss a lot about the
brand and tend to share their experiences or some recent ad’s they have seen which
in turn increases brand recall of their peers.
When opting for cellular network services (irrespective of prepaid or billing),
most people generally go by the opinions of their friends and colleagues.
Recall Of Ads: - In some cases the brand recall is also high due to specific ad recall,
which is very high.
Amaron battery advertisement of race between tortoise and rabbit with the tagline
“LAST LONG REALLY LONG”.

Building “brand recall” –Strategies:

 Advertisement

e.g.: zoo zoo Ads

 Reliable brand image, logos and taglines

e.g.: Connecting People

 Sponsorships/ Brand Associations

E.g.IPL franchisee

 Word of mouth publicity

 Exposing your brand to social media like blogs, Advergamming

eg: zapak.com-Axe deo

 CSR activities
 E.g.; AIRCELL –”SAVE OUR TIGERS”

 The intangible part that enhances the brand recall like service Quality..etc

CHAPTER-II
MAIN THEME OF THE PROJECT
My Project study on finding out the most recalled brands, as one of the
brand building strategy.

OBJECTIVE OF THE STUDY:

o To find out ,what are all the brands recalled in the consumer minds
which are influencing the consumers purchase decision
o To create brand awareness of the and to know the choice of
purchase in the various product/ service class.

SCOPE OF THE STUDY:

This study would help us to know the, what brands have been
focused long term strategy by occupying consumer mind.

This project focuses on to know the powerful brands that can drive
success in competitive markets, which is useful for understanding the
importance of branding.

LITERATURE REVIEW:

A traditional definition of a brand was: “the name,associated with one

or more items in the product line, that is used to identify the source of
character of the item(s)” (Kotler 2000, p. 396).

Brand recall is the customers' ability to retrieve a brand from

memory when given the product category but not mentioning of the
brand (also referred to as spontaneous or unaided awareness). (Kotler
2000p. 404)

CHAPTER-III
RESEARCH METHODOLGY
RESEARCH DESIGN:
Descriptive research design was adopted for the study.

SOURCES OF DATA:
 All the data was collected through Primary data collection method

 By conducting personal interview to the selected respondents using well

structured Questionnaire.

SAMPLE SIZE:
Total sample size of 70 were selected for this study and area of study confined to
Coimbatore district alone.

ANLYTICAL TECHNIQUES:

A simple method of converting and Interpreting data in the form of percentage,

the percentage proposition tool were used for this study.

CHAPTER-IV
ANALYSIS AND INTERPRETATION
 RESPONDENTS PROFILE:

1. GENDER RATIO:

GENDER PROFILE

MALE-50%
FEMALE-50%

2. Age profile: 18-30

3. Educational: Graduation and above

4. Target segment: younger segment

REASON FOR CHOOSING YOUNGER SEGMENT:

 Most of the companies are now targeting and creating their brand position to
occupy the younger consumer minds. Because , In India 54% of the
 population is belong to age group of 18-25 and if you take 18-35 age group
it is 72%

 Moreover 80% the branded product purchase is influenced by youngster’s

category.

 Spending habit of youth segment

THREE PARTS OF ANALYSIS:

A. Top of the mind awareness-survey

B. Unaided recall survey

C. Both Unaided and Aided recall survey

PART 1-TOP OF THE MIND AWARNESS BRANDS:

If I ask you to tell any 10 brand names, what are all names comes to your mind?
Please list out.
1.

2.

3.
 4.

5.

6.

7.

8.
9.

10.

BRAND % of Proposition

NOKIA 48

SONY 32

TATA 30

LG, SAMSUNG 23

RAYMONDS 20

MARUTHI 19

COLGATE 18

ADDIDAS 17

HEROHONDA 16

BRITANNIA 10

Top 5 product categories

1. Mobile
 2. IT(computer/ laptop)

3. Car

4. Consumer electronics

5. Apparels

Top service categories

 Mobile service

 Food restaurants / hotel

INTERTRETATION:
 So, apart from the mobile & Food service, there are no other service
brands created most brand recall value. Service brands need to expose
youth centric positioning strategies.
 Results shows that , younger segment having more purchase
preference towards mobiles ,consumer electronics goods ,food
items ,apparels ,footwear's , and automobiles.
 So, firms in the above categories, are created high brand recall in the
youngsters mind.

PART II-UNAIDED RECALL RESEARCH:

 In this part, I asked my respondents to recall the any brand name for the
given category. For this purpose I have chosen five product categories
and service categories which comes to the consumers mind.

Top brands in each category:

 Chocolate/ confectionary- CADBURY`S , NESTLE

 Super market – RELIANCE FRESH , NILGRIS SUPERMARKET

 Private bank – ICICI , AXIS BANK

 Airline - KINGFISHER , AIR INDIA

 Fertilizer - SPIC , IFFCO

 Business Magazine –BUSINESS TODAY

 Fast Food – REGIONAL BRANDS, KFC

 Watch – TITAN

 Insurance- LIC ,BAJAJ ALLIANZ

 Coffee brand-BRU , NESCAFE

PART III- AIDED AND UNAIDED RECALL RESEARCH

 In this part, I just mentioning the company name or group name of the
particular brands as method of giving aid to the consumers to recall any
brand name of that particular company / group. For this study, I have chosen
a familiar brand house which owns the corporate India.

 Reliance Brand/Product- RELIANCE RETAIL , TELECOM

 TV Advertisement- MOBILE Ads, FMCG

 Celebrity Endorsement- SACHIN , DHONI

 FMCG- HINDUSTAN UNILEVER ,ITC

 Shirt – RAYMONDS ,PETER ENGLAND

 PEPSI Brand- MIRINDA , 7UP

 Cosmetic- LAKME , GARNIER

 Hospitality – TAJ HOTEL GROUP ,LE-MERDIAN

 Seed Company- RASI SEEDS , MANSANTO

 LG Brand/product – TV ,WASHING MACHINE

 ITC Brand- SUNFEAST ,VIVEL

 Toyota – INNOVA , QUALIS

 Cement – ULTRA TECH CEMENT

 Most Recalled Business Icon- THIRUBAI AMBANI

 Most Recalled Political Icon – SONIA GANDHI

INTERPRETATION:
 Younger minds, wanted to follow DHIRUBAI AMBANI way, they are
admired by his HARDWORK and PASSION. From been as ordinary man,
he became extraordinary man by establishing RELIANCE Business House.

 Younger segment also attracted by WOMEN POWER & LEADERSHIP of

SONIA GANDHIJI..

 Gender did not make a difference in recalling brands.

 Younger segments more exposed to technological brands.

 Among the total occupied brands in the consumer minds ,52% brands are
Indian brands , 49% brands are International brands.

CHAPTER -V
 FINDINGS AND CONCLUSION

FINDINGS:

After analyzing the data using percentage method, following are top brands which
dominated in the consumer minds or these are all the brands having high “brand
recall” using brand building strategies.

 Top 10 brands which comes to the consumer mind within 10 seconds from
their memeory , are called top of the mind recall. Thses are,
NOKIA, SONY, TATA, LG/SAMSUNG, RAYMOND, MARUTHI,
COLGATE, ADIDAS, HERO HONDS AND BRITANNIA.

 Top 5 Service brands are,

KING FISHER AIRLINES(airline) , LIC(insurance) , ICICI
BANK(banking) , BUSINESS TODAY(business magazine), KFC (hotel/
food)

 Top 5 product brands are ,Cardbury`s (chocolate) , Relianc

Fresh(supermarket chain), Spic (fertilizer),Titan (watch),Bru (coffee)

 Top corporate brand category , TATA and RELIANCE are most

recalled business houses in India, which shows that this two corporates
have more portfolio of business in the emerging economy like india.

 FMCG and Mobile companies are created high brand recall for their
brands through advertisement and it`s influenced by celebrity
endorsement like sports personalities

 Pepsi and Coke brands having equal brand recall value. Gender ratio will
not be influencer in while recalling the brands which evidences LAKME
and GARNIER the cosmetic brands equally recalled by both genders , and
also shirt brand RAYMOND also having equal recall.
 In the seed brand RASI SEEDS is recalled by almost 80% of consumers
which results, Rasi Seeds is implied quality product in the agri-business
sector.

 In Infrastructure catogry which is vital for any economy, Ultra Tech

cement owned by Aditya Birla group have created high brand recall value
in the younger segment minds whom going to be future mangers of the
Indian economy.

 Reliability of my study was proved by comparing my study results with

standard survey results published in the business magazines. For this
purpose I presented and compared the published results as following:

ASIA’s TOP 100 BRANDS

1. Nokia

2 .Sony

3 .Colgate

4. Coca-Cola

5. Panasonic

6. Honda

7.7-Eleven

8 .Samsung

9 .Nestlé

10. Adidas

Source: A survey by media,advertising and marketing magazine ‘Media’, brand consultancy Asian Integrated
Media Ltd and market research company Synovate.

From the 100 brands, I have list out only first 10 brands for my comparison
study purpose. By comparing this results and my study results, the variation
will be very least one. So it proves my study was reliable.
Conclusion:

 If no one thinks about your brand, then your brand is going to be the
“unnoticed brands” , so here comes your brand recall mechanism, as it is
one of the long term strategy to convert your brand into “noticed brands”
and make it became consumer recall product.

 Brand recall plays a vital role in boosting the sales through brand
recognition.

 Brand recall helps in establishing the firm`s Identity in market place and
create a solid customer franchise.
REFERENCES:

Journals:
 Indian Journal of Marketing

1. Brand strategies for Globalization (Dr.M.Yadagiri,N.Sreenivas)

2. Measuring brand recall in print media advertsing: A study of selected

brands of Personal care industry (Rajesh Faldu)

3. Effectiveness of Celebrity Endorsements in Brand Recall and Purchase

Decision (Manish Mittal ,Praneet Tulsiyan)

 Vieceli , Julian;sharp ,Byron(2001), “The inhabiting effect of brand sailence

on brand recall” , Australlian marketing academy conference
prodeedings, massey university , Albay , New Zealand.

 ICFAI journal of marketing

BOOKS:

BRAND MANAGEMENT, text and cases by Harsh V Verma

Web Sources:

 Brandingstrategyinsider.org

 Asianmarketresearch.com

 Marketinscience.info

Magazine:

 The Hindu-Businessline( September 02, 2004)

 Economictimes(16 Jan 2010)