When a new brand is introduced the most important measure of early marketing effectiveness is likely to be brand favorability and not brand awareness. This insight is derived from psychological research on the mere exposure effect and is contrary to the traditional believe that brand awareness is a pre-requisite for brand preference.
Research on the mere exposure effect demonstrates that preference ratings (favorability), rather than recognition (familiarity), constitute a reliable metric differentiating novel from previously seen stimuli (like brands). Once the brand becomes familiar, the impact of the mere exposure effect decreases. At this later stage, awareness and brand attributes become more appropriate metrics of brand success.
Research on the mere exposure effect demonstrates that preference ratings (favorability), rather than recognition (familiarity), constitute a reliable metric differentiating novel from previously seen stimuli (like brands). Once the brand becomes familiar, the impact of the mere exposure effect decreases. At this later stage, awareness and brand attributes become more appropriate metrics of brand success.
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