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canon à poudre
Reprise partielle de la gestion du personnel
Jun 5, 2012 15:59
11 yrs ago
19 viewers *
French term

présence v notoriété

French to English Marketing Marketing Alcoholic drinks
"En ce qui concerne la notoriété assistée, ABC est en tête, totalisant 78,2% de répondants déclarant très bien connaître la marque. Ce score est en phase avec la présence (marque achetée au cours des 6 derniers mois) de XYZ, soit 92,4%.


ABC (76,5% de notoriété / modalité connaît très bien ; et 84,4% de présence / achat au cours des 6 derniers mois) et XYZ (73,9% de notoriété et 89,9% de présence) sont néanmoins assez proches."

I believe that "notoriété" is "awareness" but how do you translate "présence"?

Many thanks.
Proposed translations (English)
4 +2 (market) penetration / prompted awareness
4 market presence v notoriety
3 brand presence/visibility
2 +1 notoriété assistée = brand recognition (XYZ on the "list" [présence] boosts ABC's recognition)
2 top of mind
References
Some useful resources
L'étude de notoriété : "qui connaît ma marque ?"
notoriété assistée = brand recognition

Discussion

Tony M Jun 6, 2012:
@ Hugo But do note that the 'en phase' compares ABC with XYZ (two different products, not two magnitudes for the same product)!

So to me, 'en phase avec' means 'which is consistent with the ...'
JH Trads Jun 5, 2012:
it is normal that the number of people who are very familiar with the brand (très bien connaître la marque), is lower (even much lower) than the number of those who have merely heard about the brand. This could explain why the 'présence' number is higher the number of people 'déclarant très bien connaître la marque'.
JH Trads Jun 5, 2012:
@Tony No interpretation can be ruled out outright in our friendly brainstorming, however I believe your last hypothesis would not 'jive' with 'en phase'. In the source sentence 'en phase' compares two magnitudes that are independent enough that comparing them is relevant, whereas in your hypothesis, one measure would derive from/be calculated based on the other, and therefore, determing how 'en phase' they are with each other would not make as much sense.
Tony M Jun 5, 2012:
@ Phil, Hugo Phil said: "And I don't understand how it's possible for the number of people
who've bought the brand to be higher than the number who've heard of it."

I think Sheila has hit the nail on the head with that one: of the X% who've heard of it, Y% have actually bought it; so it's in fact Y% * X% with respect to the whole sample group.
JH Trads Jun 5, 2012:
@philgoddard I see your point, but here, precisely, they might have used 'présence' imprecisely, they probably meant 'pénétration' (according to their own definition). Regarding your second point, actually, the number of people who've bought the brand is higher than the number who are very familiar with it (très bien connaître la marque), a naturally lower number than those who have merely heard of it.
philgoddard Jun 5, 2012:
I've never seen présence used in this way before, and I think the text is confusingly written. Part of this is punctuation. It's not clear what the two slashes mean - do they mean "and" or "or" or "this means the same as"?

And I don't understand how it's possible for the number of people who've bought the brand to be higher than the number who've heard of it.
Tony M Jun 5, 2012:
@ Steve Well, that was of course my first thought too; but Googling "prompted awareness" + presence returns plenty of red herrings (and a few useful instances of 'spontaneous awareness'!), but of the few I looked at, none seemed to relate p.a. and 'presence' in the way you have here. I'm wondering more along the lines of something like 'penetration', for example — on an individual rather than market-wide scale, of course!
Sheila Wilson Jun 5, 2012:
Certainly to do with having a share in the market But I think it would translate more as "market presence" than "market share". Out of the 76.5% who've heard of it, 84.4% have bought it. Does that make sense?
Tony M Jun 5, 2012:
@ Leslie I don't think so; for one thing, that's usually 'part de marché'; and for another, that doesn't quite fit the definition given in Steve's own source text: "présence (marque achetée au cours des 6 derniers mois)"

I think it sort of means 'active presence in people's lives' ;-)
Leslie Marcus Jun 5, 2012:
I think "présence" is "market share".
Tony M Jun 5, 2012:
Well... ...me neither, Steve, sadly!

However, your source text does sort of explain what the difference is — between someone simply having heard of the brand, and having actually bought some of it.
Steve Melling (asker) Jun 5, 2012:
Hello Tony: it has. I found it and it was "prompted awareness". However, not being a Marketing bod, I don't know the difference between "notoriété" and "présence" nor the translation of the latter.
Tony M Jun 5, 2012:
In the field of market research... ...'notoriété assistée' is a dedicated term, I've a feeling it may even have cropped up in these pages before.

Proposed translations

+2
1 hr
Selected

(market) penetration / prompted awareness

'Penetration" fits well here. The terms covers meany types of specific definitions or measurements, for instance absolute number of customers. percentage of a population who use it, etc., but , by and large, '(market) penetration' might be the closest fit here (Tony's comment is spot on in this respect)

For 'prompted awareness', the term is used in marketing, corresponds here to 'notoriété assistés. Plese fins a definition below:

Prompted Awareness
A study of consumer recognition of a brand after either, hearing the brand name said aloud, or seeing the brand name and/or logo.


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Note added at 1 hr (2012-06-05 17:05:45 GMT)
--------------------------------------------------

just confirming that 'market share' would be a 'contresens' for 'présence' here
Peer comment(s):
agree Jocelyne Cuenin : Penetration (sans market), je pense. Penetration: The proportion of people in the target who bought (at least once in the period) a specific brand or a category of goods. / total des sondés http://www.ftpress.com/articles/article.aspx?p=463943&seqNum...
4 hrs
Thanks Petitavoine, it could indeed be better without 'market' here. Great web reference!
agree Tony M : Yes, I do agree with 'penetration': of the n% of the sample group who had heard of product B, m% had actually bought it (etc.)
13 hrs
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4 KudoZ points awarded for this answer. Comment: "Selected automatically based on peer agreement."
27 mins

top of mind

I think this might be referring to "présence à l'esprit", which would be "unprompted awareness" or, if the brand is the first one that comes to mind, "top of mind". It would probably be best to check with the client though.
Peer comment(s):
neutral Tony M : Like the idea, but surely wouldn't account for the 'présence' figures' being higher than the p.a. ones ???
22 mins
It depends what the test is really. They might be showing a logo without a name, in which case people who had already purchased the drink would recognise it spontaneously when those who hadn't would match the logo to the brand when choosing from a list.
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30 mins

brand presence/visibility

Not sure if the references below match what you need.
Reference:

http://www.ameinfo.com/vipera-expands-brand-presence-gcc-levant-299876

http://www.brandingmagazine.com/2012/05/31/virgin-group-expands-brand-presence-introduces-virgin-pure/

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+1
13 hrs

notoriété assistée = brand recognition (XYZ on the "list" [présence] boosts ABC's recognition)

Hello,

I am almost certain that "notoriété assistée" is "brand recognition", not just "brand awareness" (simply "notoriété").

I think they're talking about the number of consumers recognizing ABC on a list (78.2%). This makes sense, considering that the brand XYZ was recognized at 92.4%. There is a high chance that ABC will be recognized if XYZ is (XYZ is almost known by all). XYX, then, make consumers recognize ABC. That's how I see it at least.


Notoriété assistée : le consommateur est capable de citer les marques qu’il connait à partir d’une liste
http://dissertationsenligne.com/Histoire-et-Géographie/Comme...

La notoriété assistée ou suggérée : on présente aux personnes interrogées une liste de marque et on leur demande d'indiquer les marques qu'elles connaissent : « connaissez-vous la marque X, ne serait-ce de nom ? »

http://www.memoireonline.com/12/10/4189/m_Mesure-de-la-notor...

In a brand recognition test, researchers provide consumers with a list of brands and ask if they can remember seeing any of the brands
http://smallbusiness.chron.com/measurable-goals-brand-awaren...

See this great link, too

http://www.kth.se/polopoly_fs/1.124443!/Menu/general/column-...
Peer comment(s):
neutral Tony M : 'notoriété assistée' is a standard term, usually translated as 'prompted awareness', cf. 'notoriété spontanée' = 'spontaneous awareness' / Hi! OK!
1 hr
Hello. "Brand recognition" is just another synonym for "prompted awareness" in marketing speak.
agree Jocelyne Cuenin : Les deux (aided awareness and brand recognition) sont des traductions valables pour notoriété assistée, à mon avis (voir réf.). Il est clair que brand awareness tout seul est notoriété.
2 hrs
Merci beaucoup Petitavoine!
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19 hrs

market presence v notoriety

market presence refers to the fact that the company is present on X% of the markets with its brand (it's not the same as market share) and notoriety refers to the fact that how well known is the brand itself from the previous experiences of the customers ( through televised advertising for instance). A product may have notoriety even before sold on a large scale--for instance a movie-- while some products may be on the market without having such high degree of notoriety (for instance other movies)
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Reference comments

18 mins
Reference:

Some useful resources

Sadly, though, none of these describes your term exactly:

http://www.mercator-publicitor. fr/lexique-marketing-definition-notoriete

Here's one that refers, adly, to a different kind of 'présence':
http://fra.proz.com/kudoz/french_to_english/business_commerc...

And an otherwise handy FR glossary explaining the ideas behind some of these terms.
http://www.slideshare.net/wmsgva/glossaire-markalis-de-la-ma...
Note from asker:
Thank you, Tony. I've just found "presence" in English but would like to get confirmation from an expert that it is a "true friend".
Peer comments on this reference comment:
agree Emma Paulay : The mercator is great and this one's good too: http://www.e-marketing.fr/Definitions-Glossaire-Marketing/Ma...
20 mins
Oh super, thanks Emma!
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13 hrs
Reference:

L'étude de notoriété : "qui connaît ma marque ?"

Fondamentalement, l'étude de notoriété répond à la question "quelle proportion de prospects connaît ma marque ?".

À cette question schématique et "basique", viennent s'ajouter d'autres informations qui peuvent être étudiées et qui peuvent alors déterminer si la marque est spontanément citée par l'interviewé ou uniquement connue de ce dernier (mais pas immédiatement mentionnée par celui-ci), si la marque est immédiatement associée à certains types de produits qu'elle fabrique, si elle est correctement associée à son univers d'activité, si un nouveau produit qu'elle vient de lancer est déjà connu du marché, …

Bien entendu, la mesure de la notoriété d'une marque n'a de sens que si elle est comparée à celle des autres marques de son univers concurrentiel.
Reference:

http://www.developpement-construction.com/pdf/focus/Les-%C3%A9tudes-image-et-notori%C3%A9t%C3%A9.pdf

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15 hrs
Reference:

notoriété assistée = brand recognition

Lien de Tony :
http://www.slideshare.net/wmsgva/glossaire-markalis-de-la-ma...

Notoriété de marque (brand awareness) La mesure de la notoriété d’une marque permet de déterminer à quel point une marque est connue de la cible et représente ainsi une évaluation de la qualité de la communication de la marque. La notoriété de marque représente le ratio de personnes au sein de la cible qui connaissent la marque. La notoriété est mesurée sous forme de notoriété spontanée et de notoriété assistée.

Notoriété de marque assistée (brand recognition) La notoriété assistée permet de confirmer le nombre de personnes qui connaissent une marque. Elle représente le taux de répondants à une enquête qui reconnait la marque en question dans une liste de marque de la même catégorie. Par exemple, si 81% des personnes interrogées reconnaissent « Toshiba » dans une liste de marque d’ordinateurs portables, la notoriété assistée de la marque Toshiba sera de 81%.

Notoriété de marque spontanée (brand recall) La notoriété spontanée d’une marque représente le taux de répondants à une enquête en mesure de citer la marque en ayant uniquement reçu la catégorie de produits/services dans laquelle elle se trouve. Par exemple, si 73% des personnes citent « Ariel » lorsque l’on leur demande « quels sont les lessives que vous connaissez ? », sa notoriété spontanée est donc de 73%.

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Note added at 15 hrs (2012-06-06 07:58:18 GMT)
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Oui, donc, on a bien aided/prompted awareness, mais aussi brand recognition.
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