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Glossary entry

German term or phrase:

Kenner

English translation:

\"Awares\"/those who are aware

Added to glossary by Andrea Garfield-Barkworth
Jan 14, 2014 12:26
10 yrs ago
2 viewers *
German term

Kenner

German to English Marketing Advertising / Public Relations
This is in relation to a marketing survey on how well-known a particular company is known in relation to competitors.

The survey initally asks whether a person has heard of particular companies listed.

Then, those who have heard (Kenner) of Company X are asked what product lines they have heard of.
The survey then asks how intensively the "Kenner" uses which particular Company X product.

I'm at a bit of a loss for a snappy translation for "Kenner" can only think of "people who know" or such like. Could one perhaps use "Knower" in this context?

Just to clarify: people who are "Kenner" only need to have heard of the company and are not connoiseurs or fans.
Proposed translations (English)
4 +7 those who are aware
4 people who have heard of
3 +1 those who are familiar with
3 +1 affirmative respondents
3 prospective buyer/user
3 the (brand) recognizers (among the respondents)
3 cognoscenti
3 brand-aware consumer(s)
2 acquainted

Discussion

Andrea Garfield-Barkworth (asker) Jan 15, 2014:
Yes Thank you Alison, that is exactly what I was looking for. I hadn't been able to find any surveys that included a noun in this form.
Alison MacG Jan 15, 2014:
I don't know if this will work as I am still struggling a little to get an accurate picture of your table. In some of these surveys, those respondents who have heard of the product go on to be referred to as a group as the "awares", often in quotes. See references towards the end of this document to things like "Vinho Verde Awares", "Meet the Unawares", "Rejectors", etc. http://vini.onlinemarketing4u.net/docs/default-source/quem-s...
See also: Strategic Management Dynamics By Kim Warren
Percentage of awares becoming interested per $100000 of values marketing http://books.google.co.uk/books?id=6-1J9r14ffkC&pg=PA359&lpg...

Among those who claimed to have seen Merit advertising ... All the "awares" knew that this was a low tar brand ... Some of the awares recalled ... http://tobaccodocuments.org/pm/1002477805-7886.html?zoom=750...
oa_xxx (X) Jan 15, 2014:
Please do not use "knower"!
gangels (X) Jan 15, 2014:
I still think 'brand observer' or 'brand watcher' is the best imperfect solution of 'limited snappiness'.

Keep those angels dancing on a pin
Andrea Garfield-Barkworth (asker) Jan 15, 2014:
@ Helen Shiner Sorry, my comment was meant for gangels and Jeux des Mots
Helen Shiner Jan 15, 2014:
@Moonshine My comment was addressed to Horst Huber.
ViBe Jan 15, 2014:
@ Helen Shiner I like your pun "nonce" / "nonsense," honestly, but the word "nonce" has a lot of meanings; the link you found includes, inter alia, this meaning (line 4): “"nonce word" is a lexeme created for a single occasion to solve an immediate problem of communication” (http://en.wikipedia.org/wiki/Nonce_word), which is exactly what I meant.
Andrea Garfield-Barkworth (asker) Jan 15, 2014:
Sub-category For further clarification the terms expert and novice are an additional category of people who are "Kenner".

1. Have you heard of the product?
2. What level of DIY experience do you have?
3. Has X DIYer used a product?
4. Which product has he used?
etc.
So I am not looking for words describing the level of expertise, I'm only looking for the word "Kenner" to fit inside a table that is descriptive enough. I do think in light of these discussions "Knower" or Vibe's "Recogniser" are going to be the best options.

In the text itself, "those aware" or similar is, of course, possible but I need the overall title for the tables.
Helen Shiner Jan 15, 2014:
Nonsense word Would be the better option.
Horst Huber (X) Jan 15, 2014:
@ Helen Shiner Danke bestens! Quatschwort ist wohl besser.
Helen Shiner Jan 15, 2014:
Nonce Just out of interest, you might like to look up the meaning of this word: http://en.wikipedia.org/wiki/Nonce - I don't think it means what you think it means.
Horst Huber (X) Jan 15, 2014:
"Kenner" to designate one conversant with something, is just not German, with ViBe, a "nonce" word just like "knower". Sensitive people then would be "feelers" etc ?
gangels (X) Jan 14, 2014:
No answer really hits the spot Why not just brand observer or brand facilitator or expert or specialist?
Should be a single denominator. To be aware, familiar, cognizant etc doesn't really do it
ViBe Jan 14, 2014:
noun ==> verb How about using the verb “know(s)” vice the noun “knower?” As in:
- know(s) something
- know(s) a lot, and
- know(s) everything?

Or adjectives could also do the trick:
- slightly / somewhat aware
- well-aware (or just: aware)
- fully aware.
Sarah Bessioud Jan 14, 2014:
So, why not go for DIY expert, DIY novice and brand aware?
Andrea Garfield-Barkworth (asker) Jan 14, 2014:
Yes but there are different product lines available.The company is a DIY company who have used a certain demographic to basically discover which category of person uses which product line, what area they come from, their level of expertise with DIY and whether they have heard of the brand.

So, of course, they may have heard of the brand but have never used a particular product or products from any of the product lines.

A total novice wouldn't necessarily be "informed" but may have heard of the brand and is therefore a "Kenner".
Yorkshireman Jan 14, 2014:
Can the product be used? Total users
Expert user
New user
Yorkshireman Jan 14, 2014:
Informed Informed would fit in your table
Total, informed,
Expert,informed,
Novice, informed

At a pinch, you could even leave "Kenner" out of the table and add it as a footnote a la *persons familiar with the brand.

Novice is also a bit odd - how about: "Total Aware New" as table column headers without "Kenner"
Andrea Garfield-Barkworth (asker) Jan 14, 2014:
I do like (brand) recogniser but not necessarily in this context. Perhaps you might like to suggest "Knower" as an answer.
ViBe Jan 14, 2014:
"Knower" it is! Then I'd easily go with "Knower," as you yourself suggested. Linguists call it a "nonce word."
Andrea Garfield-Barkworth (asker) Jan 14, 2014:
The reason why I'm looking for something snappy is that I'm dealing with a PowerPoint presentation whereby "Kenner XY" appears as a table heading.
i.e. Total Expert Novice
Kenner X Kenner X Kenner X
Product Y 18 % 17 % 20 %

Proposed translations

+7
14 mins
Selected

those who are aware

The word you are looking for is awareness (of brand, product etc.) Unfortunately, it cannot be used on its own and people who know of (have heard of) are referred to as "those who are aware (of …)"

See the first few lines of page 98 here:

http://books.google.de/books?id=KYbAkd9LLDoC&pg=PA98&lpg=PA9...
Note from asker:
Yes it is a brand awareness survey.
Thank you!
Peer comment(s):
agree BrigitteHilgner : What kind of idiot came up with the word "Kenner" in German?
13 mins
Thanks, Brigitte. It's obviously a case of 'marketing license' ;-)
agree Ramey Rieger (X) : Good to have you back!
24 mins
Thank you, Ramey. It's good to be back!
agree Gudrun Wolfrath
45 mins
Thank you, Gudrun.
agree ViBe : Conveys the message all right, but SNAPPY it is not… Maybe just "those aware" (without "who are"), at least in further occurrences quoted by the Asker.
2 hrs
Thank you, ViBe. I never claimed it was snappy! But your suggestion certainly makes it a little less long-winded.
agree philgoddard : ViBe's is a good idea.
2 hrs
Thank you, Phil.
agree mcbride
4 hrs
agree Patrick John Burhorn
20 hrs
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Thanks for your help. I used this and "Awares"."
18 mins

prospective buyer/user

This might be helpful. See forum discussion in Leo:

http://dict.leo.org/forum/viewUnsolvedquery.php?idThread=113...
Something went wrong...
31 mins

people who have heard of

People who have heard of is typical. This is part of a so-called recall survey to measure customer awareness of a brand or product.

This is measured in two ways:

Unaided recall - in which the brand is mentioned or a product is shown and the persons asked show that the have already encountered the brand, the product or other products belonging to the particular brand or have seen and registered (recall) TV or print ads.

Aided recall - the persons asked are given hints about the brand or product.

Recall surveys can be used to measure brand awareness and the effectiveness of advertising campaigns (brand recall before and after advertising).

Aided recall
Note from asker:
Hmm, but what would you call the person who "recalled" a product. A recaller? Might possibly work.
Thank you!
Something went wrong...
1 hr

acquainted

=
Note from asker:
Thank you!
Something went wrong...
+1
28 mins

those who are familiar with

I think if the person is a Kenner in this context, then they are people who already use the company's products, not just know about them. It is a shame they couldn't just use 'user' of their services, but they evidently also want to ask about people's familiarity with their product range as a whole, not just usage.

--------------------------------------------------
Note added at 4 hrs (2014-01-14 16:44:51 GMT)
--------------------------------------------------

Why not go with 'familiar' / 'unfamiliar' ? 'Knower' just is not acceptable EN.
Note from asker:
Thank you!
Peer comment(s):
agree mcbride
3 hrs
Thanks, mcbride
neutral gangels (X) : well, why not just call it 'expert'?
7 hrs
Being familiar with something is far from being an expert.
Something went wrong...
3 hrs

the (brand) recognizers (among the respondents)

You don’t want to call a fellow human being a (brand) recognizer, but this is as snappy as it gets … For me...

--------------------------------------------------
Note added at 19 hrs (2014-01-15 07:51:54 GMT)
--------------------------------------------------

"Knower" could also do the job in this particular context as a “nonce” / “nonsense” ;) word used for this particular occasion only.
Note from asker:
Thank you!
Peer comment(s):
neutral writeaway : I think that your idea of what sounds 'snappy' in English isn't the same as mine.
59 mins
LOL
Something went wrong...
1 hr

cognoscenti

someone with special insight (usual re prevailing societal trends, cultural affairs, the arts etc)

or 'maven' (actually Hebrew of the same meaning, but commonly used in the US)

--------------------------------------------------
Note added at 23 hrs (2014-01-15 11:41:18 GMT)
--------------------------------------------------

'brand watcher' is another possibility
Something went wrong...
+1
1 hr

affirmative respondents

Those who have replied in the affirmative to the question: "Have you ever ... these products?"
Neatly sidesteps the issue of whether the person is a regular buyer or someone who has vaguely heard of the products.

--------------------------------------------------
Note added at 1 day57 mins (2014-01-15 13:23:47 GMT)
--------------------------------------------------

If they have answered the question with yes, they are the 'yeses' (five characters only).
Peer comment(s):
agree philgoddard : Good idea, as long as it's clear which question they're referring to.
1 hr
Something went wrong...
1 day 15 hrs

brand-aware consumer(s)

I tried to incorporate this term into your sentences above. Looks like a good fit to me:

"Then, “brand-aware consumers” are asked what product lines of company x they have heard of. The survey then asks how intensively those "brand-aware consumers" use which particular Company X product. Just to clarify: people who are "brand-aware" only need to have heard of the company and are not connoisseurs or fans.

Also, compare with "brand-connected consumer":

"Brand Connected Consumers are the one out of every four people that are looking to form a relationship with your brand online. They’re influential people that post information (comments, Tweets, Facebook posts, etc.) about brands 4 to 5 times more than “Brand Aware” consumers."
Reference:

http://corp.expotv.com/expo-blog/tag/wom/

Something went wrong...
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