<P> Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall) and brand recognition (also known as aided brand recall). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising . </P> <P> Brand recall is also known as unaided recall or spontaneous recall and refers to the ability of the consumers to correctly elicit a brand name from memory when prompted by a product category . Brand recall indicates a relatively strong link between a category and a brand while brand recognition indicates a weaker link . When prompted by a product category, most consumers can only recall a relatively small set of brands, typically around 3 - 5 brand names . In consumer tests, few consumers can recall more than seven brand names within a given category and for low - interest product categories, most consumers can only recall one or two brand names . </P> <P> Research suggests that the number of brands that consumers can recall is affected by both individual and product factors including; brand loyalty, awareness set size, situational, usage factors and education level . For instance, consumers who are involved with a category, such as heavy users or product enthusiasts, may be able to recall a slightly larger set of brand names than those who are less involved . </P> <P> Brand recognition is also known as aided recall and refers to the ability of the consumers to correctly differentiate the brand when they come into contact with it . This does not necessarily require that the consumers identify the brand name . Instead, it means that consumers can recognise the brand when presented with it at the point - of - sale or after viewing its visual packaging . In contrast to brand recall, where few consumers are able to spontaneously recall brand names within a given category, when prompted with a brand name, a larger number of consumers are typically able to recognise it . </P>

The identification of a given product with its manufacturer is an example of brand awareness