Brand rejection means that potential customers won t buy a brand unless its image is changed. Brand nonrecognition means final consumers don t recognize a brand at all even though middlemen may use it for identification and control. Brand recognition means that customers remember the brand. For example, a supermarket may hold 20,000 different products and many varieties of a single type of product. Recognition may be all that is necessary to induce purchase.
Brand preference means that target customers usually choose the brand over other brands.
Brand insistence means customers insist on a firm s branded product and are willing to search for it. Most marketers seek to develop brand insistence for their products. U.S. common law and civil law protect the rights of trademark and brand name owners.