Brand awareness, even at the recognition level, can provide the
brand with a sense of the familiar and a signal of substance and
David A. Aaker, Managing Brand Equity, The Free Press, NY, 1991, pg.15
commitment. A brand that is familiar is probably reliable and of
reasonable quality. Awareness at the recall level further affects choice by
influencing what brands get considered and selected as the brand must
first enter the consideration set before being on the purchase list.