How much does brand recognition actually matter? A lot, if you believe the statistics. In a 1990 study by Wayne D. Hoyer and Steven P. Brown, 74.5 percent of participants chose the known brand when "awareness was present but no quality difference existed between brands."
Steven P. Brown
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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