Brand Recognition – Definition

Cite this article as:"Brand Recognition – Definition," in The Business Professor, updated September 9, 2019, last accessed October 26, 2020,


Brand Recognition Definition

Brand recognition refers to the magnitude at which a product or service can be instantly identified by the consumers using its attributes. These attributes include the product’s logo, slogans, colors packaging, tag line, and its advertising strategy. Brand recognition is also known as an aided brand. It is rendered successful when the consumers can name the brand without necessarily telling them which company it is from.

A Little More on What is Brand Recognition

If brand recognition is correctly done, the general public should be able to recognize your product without even mentioning its name. The ultimate goal of brand recognition is to make the brand to be recognized without someone using so much effort.

Brand recognition may oblige consumers to have prior knowledge of the product. To keep building the recognition, the company should aim to be consistent in the visual and auditory experience they provide to the consumers.

The brand managers should focus on using advertising methods that are frequent, tactful, consistent, and able to reach many consumers. Using the right social media platforms is also a good way to build brand recognition.

Generally, brand recognition may sometimes be confused with brand awareness, which basically means the customer just knows that brand exists. Brand recognition can develop from either a positive association of the product or negative memories. The negative feedback can make the brand product not to be adopted or preferred by clients. But in order to gain popularity, the manager should bring in brand equity.

Examples of brand recognition

Take an example of Apple, the largest manufacturer which is known worldwide. The brand, symbolized by an apple fruit, can literally be identified by anyone, just by looking at it. Another example of brand recognition by use of slogans includes ‘Just Do It’ from Nike and ‘Where’s the beef’ from Wendy’s fast foods.

Ways to boost brand recognition

The end game of marketing is to stand out as a brand and be known by the general public. The following are a few ways you can make sure that consumers have eyes and ears for your brand only.

  •   Offer excellent customer service

The customer service provided may be a great contributing factor as to whether the client ends up making a purchase or not. The consumers in today’s market are always in need of great customer service, fast turnaround time, and other assurances after the purchase.

Ensure that the clients and consumers in the market trust and like you and what you are offering. If they accept you as a person pioneering for the brand, then they can definitely make a purchase.

  •   Always strive to keep your name on top

As the saying goes, out of sight out of mind. Keep reminding your customers that you are still in the market. This will ensure that customers don’t forget about your product and start purchasing something else.

Make use of good strategies like tactful advertising to keep the product in the eyes of the clients every time. You can also be emailing the clients tips and how to regularly stay in touch.

  •   Give the customer value for their money

This is a vital part of bettering your brand’s recognition in the market. Ensure that you are the to-go person when a customer wants to buy something. This is because what you are offering cannot be compared to any generic product being offered out there.

  •   Blog about your brand products

This involves writing blogs that are informative, educational, and entertaining to help the market know you better, including what you offer. Always be consistent in your blogging in order to be successful in building brand recognition. Offer quality information in order to develop a loyal following from your customers.

You could also produce a talk on the radio about your product and upload it on your website for the clients to see.

  •   Make sure to use the same logos in all marketing resources

The marketing materials that need the corporation of the logo include newsletters, banners, blog posts, and the internet. This may be an obvious tip to always be recognized but, many companies may overlook it.

  •   Always be unique

There may be many different companies that produce the same product like yours in the market. The goal is to identify what you do best and work hard to maintain that. Keep in mind that a brand is built through hard work and innovativeness. Look for ways to hold up your brand without destroying other companies.

  •   Host a group on Facebook

This is a free marketing resource that allows you to invite your customers to a Facebook group and engage them online. Also, the customer can share their experiences with the product, improvement tips, and even ask questions where they need clarity. The company is then able to build a wide network of clients on the internet.

 Advantages of brand recognition

  • The customer will always prefer your company’s product to any other being offered in the market.
  • Brand recognition makes your clients trust you fully.
  • It builds loyalty among your customers if you remain consistent.
  • Brand recognition will make the product to be more visible to the general public.
  • It helps you as a company to stay in touch with your consumers on a real-time basis.
  • Brand recognition ensures that your company gets deserving attention.

Brand recognition and dealing with counterfeit products

Having built strong brand recognition is not the end of the game. The company has to be aware that other vendors may bring in counterfeit products, also referred to as fakes or knockoffs. You may find a vendor on the street selling a product in your name at very expensive prices.

However, these products may actually not originally yours. This can, however, be dealt with by the use of patents and trademarks on all the products you produce as a brand. Though this will not stop the production of counterfeits, it will help consumers to distinguish between the fake and the original products.

The Bottom Line

There is no quick way of building brand recognition. For a brand to become well known in the market, the brand manager has to incorporate different strategies and to keep maintaining them.

The manager should purpose to create a thousand impressions in the eyes of the consumers in order to entice them and make them purchase your product. Develop a marketing checklist of the various ways you can use to reach your clients and then commit to it.

The brand management team can also work with a marketing agency to help come up with various marketing strategies. You may not be a well-known brand like amazon, but you can always try.

Reference for “brand recognition”

Academic research on “brand recognition”

Academic entrepreneurship: an exploratory case study, Brennan, M. C., & McGowan, P. (2006). Academic entrepreneurship: an exploratory case study. International Journal of Entrepreneurial Behavior & Research, 12(3), 144-164.

Successful brand management in SMEs: a new theory and practical hints. Krake, F. B. (2005). Successful brand management in SMEs: a new theory and practical hints. Journal of Product & Brand Management, 14(4), 228-238.

A theory of brand-led SME new venture development. Merrilees, B. (2007). A theory of brand-led SME new venture development. Qualitative Market Research: An International Journal, 10(4), 403-415.

The entrepreneurship process in base of the pyramid markets: The case of multinational enterprise/nongovernment organization alliances. Webb, J. W., Kistruck, G. M., Ireland, R. D., & Ketchen, Jr, D. J. (2010). The entrepreneurship process in base of the pyramid markets: The case of multinational enterprise/nongovernment organization alliances. Entrepreneurship theory and practice, 34(3), 555-581.  Although base of the pyramid markets are significant sources of entrepreneurial opportunities, the nature of entrepreneurship in these markets is not well understood. Additionally, these markets remain largely underserved by multinational enterprises (MNEs). Given theoretical and practical gaps associated with these issues, we integrate entrepreneurship, institutional, and network theories to discuss how the entrepreneurship process of MNEs is negatively affected in base of the pyramid markets. We then explain how partnerships with nongovernment organizations (NGOs) can offset such negative effects due to NGOs’ high degree of localized knowledge, social embeddedness within multiple informal networks, and ambidexterity in dealing with diverse stakeholder groups. Both economic and social benefits can result from such partnerships.

The dynamics of brand equity, co-branding and sponsorship in professional sports. Frederick, H., & Patil, S. (2010). The dynamics of brand equity, co-branding and sponsorship in professional sports. International Journal of Sport Management and Marketing, 7(1), 44.

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