gestützte/ungestützte Bekanntheit

English translation: prompted brand recognition/awareness

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
German term or phrase:gestützte Bekanntheit
English translation:prompted brand recognition/awareness
Entered by: Steffen Walter

19:38 Nov 18, 2002
German to English translations [PRO]
Marketing - Marketing / Market Research
German term or phrase: gestützte/ungestützte Bekanntheit
"Zu diesem Zeitpunkt ist das Zwischenziel, 25% gestützte und 8% ungestützte Bekanntheit der Marke XXX in der Szene erreicht, so dass der Vertrieb über alle Kanäle gestartet werden kann"
Any thoughts?
Jonathan MacKerron
[prompted/unprompted] name / brand recognition
Explanation:
I agree with the prompted/unprompted comment, I just thought - hey, we mean brand recognition, why don't we say it that way?
Selected response from:

Kaiya J. Diannen
Australia
Grading comment
You've covered all the bases! Thanks to all.
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +2prompted and unprompted awareness
Cilian O'Tuama
3 +1[prompted/unprompted] name / brand recognition
Kaiya J. Diannen
3supported / spontaneous awareness
Mary Worby
3brand awareness based/not based on empirical social research
Kim Metzger
3prompted awareness
Terry Gilman


  

Answers


4 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +2
prompted and unprompted awareness


Explanation:
-

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Note added at 2002-11-18 19:45:24 (GMT)
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i.e. whether a respondent/interviewee/consumer requires hints or not in order to \"recognise\" a product/company etc.



Cilian O'Tuama
Germany
Local time: 11:24
Specializes in field
Native speaker of: English
PRO pts in category: 94

Peer comments on this answer (and responses from the answerer)
agree  Terry Gilman: splitting the diff with Mary: prompted and spontaneous awareness, also, with recall: aided and unaided
54 mins

agree  Endre Both: Aided/unaided awareness would have been my spontaneous answer if prompted.
1 hr
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5 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5
supported / spontaneous awareness


Explanation:
Supported awareness is if I say to someone: 'Do you know Jonathan MacKerron?' and they say yes because I've just mentioned your name.

Spontaneous awareness is if I said 'name me a German-English translator' and they say 'Jonathan MacKerron' without prompting.

More sure of the latter than the former.

HTH

Mary

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Note added at 2002-11-18 19:45:40 (GMT)
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prompted awareness came to me after entering this and before seeing your entry, Cilian, honest!

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Note added at 2002-11-18 19:46:55 (GMT)
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prompted and spontaneous awareness - final answer ;-)

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Note added at 2002-11-18 19:47:41 (GMT)
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Couple of refs!

[PDF]PRIVATE & CONFIDENTIAL July 2001 Market Positions of Leading Law ...
File Format: PDF/Adobe Acrobat - View as HTML
... 49 D6. Spontaneous awareness among financial institutions 51 D7.
Prompted awareness among corporate respondents 53 D8. Prompted ...
www.whitepage.co.uk/research/pdfs/mar01.pdf - Similar pages

MORI Financial Services
... Likelihood to buy. Awareness & Consideration: Brand awareness (prompted
& Spontaneous); Advertising Awareness; Brand Consideration by ...
www.mori.com/mfs/tracking.shtml - 30k - Cached - Similar pages

Oftel - Awareness & Use of Comparable Performance Indicators for ...
... this prompting, some 8% of these respondents said that they were aware of the Indicators,
producing a total level of awareness (spontaneous plus prompted) of 10 ...
www.oftel.gov.uk/publications/research/cpi0600.htm - 101k - Cached - Similar pages

[PDF]AD MONITOR Jan 02
File Format: PDF/Adobe Acrobat - View as HTML
... Yes, the winner is Symbicort. The next category is for total awareness
­ the spontaneous and prompted awareness figures added together. ...
www.tnsofres.com/press/healthcare/ admonitor/admonitor_jan2002.pdf - Similar pages

UK Department of the Environment, Transport and the Regions
... higher levels of spontaneous and prompted recognition than \'Funeral Blues\' probably
as a result of one, longer period of advertising. Awareness levels were ...
www.think.dft.gov.uk/slowdown/kys99/history.htm - 9k - Cached - Similar pages

Untitled Document
... The main contents of the questionnaire are concerned with spontaneous and prompted
awareness of charities, and recall of any public messages or publicity from ...
www.futurefoundation.net/notforprofit/ awareness_first_page.htm - 6k - Cached - Similar pages

[DOC]FLYTE CASE HISTORY
File Format: Microsoft Word 97 - View as HTML
... Spontaneous awareness of DHL was higher for listeners than non-listeners (41%
vs. ... more likely to use DHL than were non-listeners When prompted, 20% of ...
www.capitalradiogroup.com/cra/assets/word_docs/dhl.doc - Similar pages

NSPCC - How companies can help
... NSPCC has virtually the highest brand awareness of any UK charity at 97% total awareness
(spontaneous/semi-prompted/prompted) and 22% spontaneous awareness. ...
www.nspcc.org.uk/html/home/fundraisingvolunteering/ howcompaniescanhelp.htm - 18k - 17 Nov 2002 - Cached - Similar pages

@ease — accommodation and housing
... (3) That is, spontaneous and prompted awareness combined Experience of Mental Illness
The incidence of having had any experience of any mental health problem ...
www.at-ease.nsf.org.uk/Research/findings.htm - 23k - Cached - Similar pages

Newslink: Natwest
... For cash point advertising specifically, spontaneous and prompted awareness for
NatWest increased following the radio advertising, from what was already the ...
www.irn.co.uk/newslink/casestudies/case-natwest.html - 7k - Cached - Similar pages


Mary Worby
United Kingdom
Local time: 10:24
Specializes in field
Native speaker of: English
PRO pts in category: 21
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11 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5
brand awareness based/not based on empirical social research


Explanation:
Maybe this would work. See interesting marketing glossary below.


    Reference: http://medialine.focus.de/PM1D/PM1DB/PM1DBK/PM1DBKA/pm1dbka....
Kim Metzger
Mexico
Local time: 04:24
Native speaker of: Native in EnglishEnglish
PRO pts in category: 215
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17 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +1
[prompted/unprompted] name / brand recognition


Explanation:
I agree with the prompted/unprompted comment, I just thought - hey, we mean brand recognition, why don't we say it that way?

Kaiya J. Diannen
Australia
Works in field
Native speaker of: English
PRO pts in category: 4
Grading comment
You've covered all the bases! Thanks to all.

Peer comments on this answer (and responses from the answerer)
agree  TonyTK: I also prefer "brand recognition" ("brand awareness" is just as good, but "recognition" sounds snappier - at least to me)
3 hrs
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5 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5
prompted awareness


Explanation:
Janet,

Thank you for your question. It sent me off on a procrastination-driven search for the coiner or source of "brand awareness," which I had just mindlessly taken on board long ago as the beginning of the brand funnel:
awareness /
consideration/purchase intent/ purchase /
repurchase / loyalty

Perhaps I've found it in the article linked below: John A. Howard in "Consumer Behavior: Application of Theory" (1977). It also mentions the source of the funnel (Schocker), but that's another search.

Interesting for me in the light of your question and Tony's comment is the absence of "recognition" in the article and in the titles the author cites. (It is a French source, not an English one, so I'm just offering it for other procrastinators who might enjoy arcana such as the "inert set" and "inept set," and the lit list).

"Recognition" has that nice hard "c" and thinking embedded in it, but "awareness" seems to have the academic pedigree.

Terry


    Reference: http://www.iae.univ-aix.fr/cerog/wp/wp502.PDF
Terry Gilman
Germany
Local time: 11:24
Native speaker of: Native in EnglishEnglish
PRO pts in category: 4
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