KNOWN VS CHOSEN
The four non-recommendation attributes, averaged, against Recommendation. Correlation r = +0.26: how well a brand is understood barely
predicts whether it gets named. Carlsberg and Bud Light sit in opposite corners.
0
5
10
15
20
10
12
14
16
18
Guinness
Heineken
Athletic Brewing
Modelo
Budweiser
Corona
Stella Artois
Carlsberg
Asahi
Bud Light
Tsingtao
BRAND FUNDAMENTALS (0–20)
RECOMMENDATION (0–20)
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