Answer to Question 1
Brand awareness is very important because without awareness the consumer cannot travel up the hierarchy. That is, the consumer is not likely to learn about the brand features, feel positive about the brand, make a preference decision, or feel convicted to purchase the product.
Answer to Question 2
Typical projective tests include free-association tests, picture-interpretation tests, describing-the-brand-as-a-person tests, describing-the-brand-as-an-animal tests, in-depth examination of the person's use experience with the brand, dissection of the decision process, description of the brand user, description of how brands are different from one another, and discovery of personal values driving choice.
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Marketing: An Introduction, 7th Edition