Definition

brand recognition

Brand recognition is extent to which a consumer can correctly identify a particular product or service just by viewing the product or service's logo, tag line, packaging or advertising campaign.

Brand recognition requires the consumer to recall prior knowledge. In order to build brand recognition, an organization must repeatedly provide consumers with a consistent visual or auditory learning experience.

Brand recognition can be contrasted with brand awareness, which simply means the consumer knows that a particular brand exists. 

See also: co-branding, rebranding

This was last updated in June 2013

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