Glossary entry (derived from question below)
German term or phrase:
Kenner
English translation:
\"Awares\"/those who are aware
Added to glossary by
Andrea Garfield-Barkworth
Jan 14, 2014 12:26
10 yrs ago
3 viewers *
German term
Kenner
German to English
Marketing
Advertising / Public Relations
This is in relation to a marketing survey on how well-known a particular company is known in relation to competitors.
The survey initally asks whether a person has heard of particular companies listed.
Then, those who have heard (Kenner) of Company X are asked what product lines they have heard of.
The survey then asks how intensively the "Kenner" uses which particular Company X product.
I'm at a bit of a loss for a snappy translation for "Kenner" can only think of "people who know" or such like. Could one perhaps use "Knower" in this context?
Just to clarify: people who are "Kenner" only need to have heard of the company and are not connoiseurs or fans.
The survey initally asks whether a person has heard of particular companies listed.
Then, those who have heard (Kenner) of Company X are asked what product lines they have heard of.
The survey then asks how intensively the "Kenner" uses which particular Company X product.
I'm at a bit of a loss for a snappy translation for "Kenner" can only think of "people who know" or such like. Could one perhaps use "Knower" in this context?
Just to clarify: people who are "Kenner" only need to have heard of the company and are not connoiseurs or fans.
Proposed translations
(English)
Proposed translations
+7
14 mins
Selected
those who are aware
The word you are looking for is awareness (of brand, product etc.) Unfortunately, it cannot be used on its own and people who know of (have heard of) are referred to as "those who are aware (of …)"
See the first few lines of page 98 here:
http://books.google.de/books?id=KYbAkd9LLDoC&pg=PA98&lpg=PA9...
See the first few lines of page 98 here:
http://books.google.de/books?id=KYbAkd9LLDoC&pg=PA98&lpg=PA9...
Note from asker:
Yes it is a brand awareness survey. |
Thank you! |
Peer comment(s):
agree |
BrigitteHilgner
: What kind of idiot came up with the word "Kenner" in German?
13 mins
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Thanks, Brigitte. It's obviously a case of 'marketing license' ;-)
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agree |
Ramey Rieger (X)
: Good to have you back!
24 mins
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Thank you, Ramey. It's good to be back!
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agree |
Gudrun Wolfrath
45 mins
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Thank you, Gudrun.
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agree |
ViBe
: Conveys the message all right, but SNAPPY it is not… Maybe just "those aware" (without "who are"), at least in further occurrences quoted by the Asker.
2 hrs
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Thank you, ViBe. I never claimed it was snappy! But your suggestion certainly makes it a little less long-winded.
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agree |
philgoddard
: ViBe's is a good idea.
2 hrs
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Thank you, Phil.
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agree |
mcbride
4 hrs
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agree |
Patrick John Burhorn
20 hrs
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4 KudoZ points awarded for this answer.
Comment: "Thanks for your help. I used this and "Awares"."
18 mins
prospective buyer/user
This might be helpful. See forum discussion in Leo:
http://dict.leo.org/forum/viewUnsolvedquery.php?idThread=113...
http://dict.leo.org/forum/viewUnsolvedquery.php?idThread=113...
31 mins
people who have heard of
People who have heard of is typical. This is part of a so-called recall survey to measure customer awareness of a brand or product.
This is measured in two ways:
Unaided recall - in which the brand is mentioned or a product is shown and the persons asked show that the have already encountered the brand, the product or other products belonging to the particular brand or have seen and registered (recall) TV or print ads.
Aided recall - the persons asked are given hints about the brand or product.
Recall surveys can be used to measure brand awareness and the effectiveness of advertising campaigns (brand recall before and after advertising).
Aided recall
This is measured in two ways:
Unaided recall - in which the brand is mentioned or a product is shown and the persons asked show that the have already encountered the brand, the product or other products belonging to the particular brand or have seen and registered (recall) TV or print ads.
Aided recall - the persons asked are given hints about the brand or product.
Recall surveys can be used to measure brand awareness and the effectiveness of advertising campaigns (brand recall before and after advertising).
Aided recall
Note from asker:
Hmm, but what would you call the person who "recalled" a product. A recaller? Might possibly work. |
Thank you! |
1 hr
acquainted
=
Note from asker:
Thank you! |
+1
28 mins
those who are familiar with
I think if the person is a Kenner in this context, then they are people who already use the company's products, not just know about them. It is a shame they couldn't just use 'user' of their services, but they evidently also want to ask about people's familiarity with their product range as a whole, not just usage.
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Note added at 4 hrs (2014-01-14 16:44:51 GMT)
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Why not go with 'familiar' / 'unfamiliar' ? 'Knower' just is not acceptable EN.
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Note added at 4 hrs (2014-01-14 16:44:51 GMT)
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Why not go with 'familiar' / 'unfamiliar' ? 'Knower' just is not acceptable EN.
Note from asker:
Thank you! |
Peer comment(s):
agree |
mcbride
3 hrs
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Thanks, mcbride
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neutral |
gangels (X)
: well, why not just call it 'expert'?
7 hrs
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Being familiar with something is far from being an expert.
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3 hrs
the (brand) recognizers (among the respondents)
You don’t want to call a fellow human being a (brand) recognizer, but this is as snappy as it gets … For me...
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Note added at 19 hrs (2014-01-15 07:51:54 GMT)
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"Knower" could also do the job in this particular context as a “nonce” / “nonsense” ;) word used for this particular occasion only.
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Note added at 19 hrs (2014-01-15 07:51:54 GMT)
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"Knower" could also do the job in this particular context as a “nonce” / “nonsense” ;) word used for this particular occasion only.
Note from asker:
Thank you! |
Peer comment(s):
neutral |
writeaway
: I think that your idea of what sounds 'snappy' in English isn't the same as mine.
59 mins
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LOL
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1 hr
cognoscenti
someone with special insight (usual re prevailing societal trends, cultural affairs, the arts etc)
or 'maven' (actually Hebrew of the same meaning, but commonly used in the US)
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Note added at 23 hrs (2014-01-15 11:41:18 GMT)
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'brand watcher' is another possibility
or 'maven' (actually Hebrew of the same meaning, but commonly used in the US)
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Note added at 23 hrs (2014-01-15 11:41:18 GMT)
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'brand watcher' is another possibility
+1
1 hr
affirmative respondents
Those who have replied in the affirmative to the question: "Have you ever ... these products?"
Neatly sidesteps the issue of whether the person is a regular buyer or someone who has vaguely heard of the products.
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Note added at 1 day57 mins (2014-01-15 13:23:47 GMT)
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If they have answered the question with yes, they are the 'yeses' (five characters only).
Neatly sidesteps the issue of whether the person is a regular buyer or someone who has vaguely heard of the products.
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Note added at 1 day57 mins (2014-01-15 13:23:47 GMT)
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If they have answered the question with yes, they are the 'yeses' (five characters only).
Peer comment(s):
agree |
philgoddard
: Good idea, as long as it's clear which question they're referring to.
1 hr
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1 day 15 hrs
brand-aware consumer(s)
I tried to incorporate this term into your sentences above. Looks like a good fit to me:
"Then, “brand-aware consumers” are asked what product lines of company x they have heard of. The survey then asks how intensively those "brand-aware consumers" use which particular Company X product. Just to clarify: people who are "brand-aware" only need to have heard of the company and are not connoisseurs or fans.
Also, compare with "brand-connected consumer":
"Brand Connected Consumers are the one out of every four people that are looking to form a relationship with your brand online. They’re influential people that post information (comments, Tweets, Facebook posts, etc.) about brands 4 to 5 times more than “Brand Aware” consumers."
"Then, “brand-aware consumers” are asked what product lines of company x they have heard of. The survey then asks how intensively those "brand-aware consumers" use which particular Company X product. Just to clarify: people who are "brand-aware" only need to have heard of the company and are not connoisseurs or fans.
Also, compare with "brand-connected consumer":
"Brand Connected Consumers are the one out of every four people that are looking to form a relationship with your brand online. They’re influential people that post information (comments, Tweets, Facebook posts, etc.) about brands 4 to 5 times more than “Brand Aware” consumers."
Reference:
Discussion
See also: Strategic Management Dynamics By Kim Warren
Percentage of awares becoming interested per $100000 of values marketing http://books.google.co.uk/books?id=6-1J9r14ffkC&pg=PA359&lpg...
Among those who claimed to have seen Merit advertising ... All the "awares" knew that this was a low tar brand ... Some of the awares recalled ... http://tobaccodocuments.org/pm/1002477805-7886.html?zoom=750...
Keep those angels dancing on a pin
1. Have you heard of the product?
2. What level of DIY experience do you have?
3. Has X DIYer used a product?
4. Which product has he used?
etc.
So I am not looking for words describing the level of expertise, I'm only looking for the word "Kenner" to fit inside a table that is descriptive enough. I do think in light of these discussions "Knower" or Vibe's "Recogniser" are going to be the best options.
In the text itself, "those aware" or similar is, of course, possible but I need the overall title for the tables.
Should be a single denominator. To be aware, familiar, cognizant etc doesn't really do it
- know(s) something
- know(s) a lot, and
- know(s) everything?
Or adjectives could also do the trick:
- slightly / somewhat aware
- well-aware (or just: aware)
- fully aware.
So, of course, they may have heard of the brand but have never used a particular product or products from any of the product lines.
A total novice wouldn't necessarily be "informed" but may have heard of the brand and is therefore a "Kenner".
Expert user
New user
Total, informed,
Expert,informed,
Novice, informed
At a pinch, you could even leave "Kenner" out of the table and add it as a footnote a la *persons familiar with the brand.
Novice is also a bit odd - how about: "Total Aware New" as table column headers without "Kenner"
i.e. Total Expert Novice
Kenner X Kenner X Kenner X
Product Y 18 % 17 % 20 %