The Correlation between Brand Awareness and Sales in an Identical Product Category

This dissertation investigates the correlation between brand awareness and sales in an identical product category, specifically, bottled water. Similar studies have been carried out in relation to low involvement, routine response behaviour. The studies generally support a strong correlation between brand awareness and sales. This has not been tested on an identical product category. There is little existing literature on the branding of identical products and this dissertation also investigates reasons consumers choose one brand over another

The dissertation investigates top of mind recall, evoked set recall, aided and unaided brand recognition and establishes the relationship with sales/brand choice. Consumers were asked to recall and recognise brands and the combined answers were measured against sales figures.
It was found that there is a strong correlation between top of mind recall and sales and evoked set recall and sales. The relationship between aided and unaided brand recognition was found to be weak.

Finally, respondents were asked which country they prefer bottled water from and this was measured against the countries from the top of mind recall and it was found that there was no relationship.