Investigating Brand Verbal Fluency: When known brands do not come to mind

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Conceptual Framework and Hypotheses

When we ask consumers to name brands in a category, do they spontaneously mention all the brands they know? Semantic verbal fluency is the ability of a person to say as many words as possible from a semantic categor We investigate , which we define in a similar way as a consumer's ability to name as many brands as possible in the specific semantic category constituted by a product category. Brand verbal fluency is a critical determinant of brand search and consideration across most choice situations, be they on the Internet or in a supermarket (Edelman, 2010; Nedungadi, 1990; Shocker, Ben Akiva, Boccara, & Nedungadi, 1991). Previous research (Ellis, Holmes, & Wright, 2010; Lambert-Pandraud, Laurent, Mullet, & Yoon, 2017) has analyzed which brands consumers know as a function of age and other variables. In this article, our focus is different: given that a consumer knows a brand, what is the likelihood that the brand will come to mind?

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands