Dominant Brand

Top-of-the-Mind Recall

Brand Recall

Brand Recognition

Unaware

The consumers may not be able to recall Sensodyne immediately, but when given a cue such as Have you seen any recent ad of a Toothpaste for sensitive teeth, they may be able to recall the brand.

Similarly, consumers may not be able to recall Vicco or Meswak, but when pointed out, they identify that the brand exists in the toothpaste category.

There may be a variance with respect to these brands from one consumer to another. So, some people may be aware of Glister and may be able to recall it unaided. Similarly, some others may argue that Colgate is not necessarily a dominant brand and falls in the same space as Close Up and Pepsodent. Collection of all the consumer responses help us understand the picture more clearly. The example given in the previous slide, therefore, is just an illustration and does not necessarily depict the awareness levels of the brands mentioned.

Brands like Xerox or Google are perhaps better examples for Dominant brands, for they almost define the category in which they are operating or have become synonymous with the category itself.