What to review
Check the question wording and the alternatives presented. Separate prompted recognition from unprompted recall where the research does so.
A practical example
A buyer may know a category leader but choose another provider because of availability or fit. Recognising the name does not explain the decision.
Keep the claim in scope
Do not convert a visibility measure into a claim that customers prefer the brand.
Research and editorial context
Brand measures answer different customer and business questions. Keep the brand, market and period visible when interpreting a result. These notes provide analytical distinctions; they do not announce a new brand ranking, monetary valuation or verified customer score.
Examples illustrate a decision and do not describe a named organisation's conduct. This is a reference note, not a new research finding or an award outcome.
Read the relevant WCRC material
These links provide WCRC context. Individual properties retain their own eligibility, evidence requirements and limitations.