High brand recognition in the context of an unsuccessful communication campaign: The National Youth Anti-Drug Media Campaign

TitleHigh brand recognition in the context of an unsuccessful communication campaign: The National Youth Anti-Drug Media Campaign
Publication TypeBook Chapter
Year of Publication2008
AuthorsHornik R, Jacobsohn L
Book TitlePublic Health Branding: Applying marketing for social change
Chapter8
Pagination147-60
PublisherOxford University Press Inc.
CityNew York
ISBN9780199237135
Keywordsbrand recognition, branding, connectedness, false brands, message aggregation, National Youth Anti-drug Campaign
Abstract

The brand name associated with the National Youth Anti-Drug Media Campaign was highly recognized, but this brand name awareness did not translate into the intended change in cognitive or behavioural marijuana use outcomes. There are several approaches to brand name recognition measurement, including the comparison of recognition rates of true and false brand phrases, and their association with ad exposure; here they provide parallel support to claims of substantial brand name learning. However, recognition measures comprise only one aspect of overall brand evaluation measures. Strong brand name recognition can link together the ads of a public health communication campaign. This connectedness or aggregating of the messages may lead to positive or negative consequences for the campaign.

DOI10.1093/acprof:oso/9780199237135.001.0001