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Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
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 Keller. K.L. (2001) Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands
 John R. Rossiter (1987) A Model of Brand Awareness and Brand Attitude
 Emma Macdonald and Byron Sharp (2003) Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness
 Wayne D. Hoyer and Steven P. Brown (1990) Effects of Brand Awareness on Choice for a Common, Repeat- Purchase Product
 Dennis Pitta and Lea Prevel Katsanis (1995) Understanding Brand Equity For Successful Brand Extension
 Regis McKenna (1993) Relationship Marketing: Successful Strategies for the Age of the Customer
 Steve Hoeffler, Kevin Lane Keller. (2000) Building Brand Equity Through Corporate Societal Marketing
 McQuarrie, Edward F. (2005) The Market Research Toolbox