What level of familiarity exists when a consumer buys paper clips for the office, and she/he does not notice the brand name of the product?
A. Brand rejection
B. Brand recognition
C. Brand nonrecognition
D. Brand preference
E. Brand insistence
Answer: (C) Brand nonrecognition means that final consumers do not recognize a brand at all. (C) is the correct answer. Brand rejection (A) occurs when a customer refuses to buy a certain brand. Brand recognition (B) happens when customers remember the brands they buy. Brand preference (D) means that customers choose one brand over other brands, perhaps out of habit. Brand insistence (E) occurs when customers insist on a firm's branded products and are willing to search for it by any means. Hence, the example in the question clearly demonstrates a customer who is exhibiting brand nonrecognition (C).