BRAND AWARENESS
Brand awareness is based on brand recognition and brand recall.
Brand recognition is based on the fact that a consumer is able to identify a brand just by viewing the brand’s logo, tagline, packaging or advertising campaign.
For brand recognition, IKEA is known by all respondent. Ikea is doing a lot of advertising campaigns which allows this brand to enter in the mind of customers.
The brand recall is what customers quote as the brand automatically coming to mind when thinking of a product category.
IKEA is top-of-mind of the home furniture retailer. It has a strong brand recall as 92 % of the respondent said ikea as the brand which comes first to their mind. Moreover all of the respondent mentioned Ikea either in the first brand or in others brands which comes to their mind. With this results, we can say that Ikea succeed in being known by the customer. Read more here