Brand awareness as a function of its meaningfulness, sequential position, and product utility

Abstract

A study of meaningfulness of brand name, sequential position of the brand name in a slogan, and the utility of the product for the consumer on brand awareness. 50 male and 50 female adult Ss were asked to rate some advertisements and then to recall the brand name in each. 2 such recalls, immediate, and 24-hr delayed, were taken from Ss. 3 categories of consumer products in terms of utility, 2 orders of sequential presentation of the brand name, and 2 levels of meaningfulness were used for these advertisements following a 2 X 2 X 3 factorial design. Superior learning and retention were observed for (1) brand names having more meaningfulness and (2) brand names of high-utility products. No significant difference in learning was found, however, between brand names following a product description and those preceding it. Results are interpreted in terms of existing theories of verbal learning. (PsycInfo Database Record (c) 2025 APA, all rights reserved)