What are we talking about? Brand recognition is an indicator of a company's popularity among customers and competitors. This metric is linear - the more people know the name of the company and its type of activity, the better for business promotion.
What to pay attention to? Of course, in some areas only large domestic and international companies will have high recognition. However, it is still necessary to do the work, because depending on the turnover, even an increase of several percent will bring in millions of dollars in income.
The article explains:
The concept of brand awareness
Objectives and types of brand recognition
Ways to measure brand awareness
Methods to increase brand awareness
Brand Awareness Tools
Examples of work on brand recognition
Mistakes when working on brand recognition
Frequently Asked Questions About Brand Awareness
5 Scenarios for Using Neural Networks to Increase Website Profits by 40%
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The concept of brand awareness
In a broad sense, this is the portugal email list recognition of the company name among representatives of the target audience (TA). That is, how easily consumers recognize the brand among other brands. This term unites all information about the company available to users. Most often, businesses treat recognition according to the principle: the more people have heard about the brand, the better.
The factor we will consider in this material is the first and most important element of the sales funnel. The lack of information about the brand by the potential buyer reduces the likelihood of making a purchase. Of course, there are examples when the consumer buys a product even if he was not previously familiar with the brand. For example, this is how impulse transactions are made. It should be noted that there are very few areas of business where brand recognition does not play a big role. Most often, this factor is of primary importance.
By working to increase brand awareness, the company will be less dependent on the flow of customers choosing the product themselves. After promotion, the trademark itself will bring customers.
Consumers are quicker to recall products that they already have experience using. A high level of brand recognition suggests that most representatives of the target audience name it as one of the first among similar brands.
The concept of brand awareness
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This parameter is sensitive to how consumer interview questions are formulated. For example, if you ask, “What brand do you think of when you want to have dinner with friends at home?”, the answers will most often include the names of restaurants with delivery. If the question is formulated as, “What brand comes to mind first when you want to grab a bite to eat?”, respondents will name cafes or fast food restaurants located in their area. A small adjustment radically changes the possible answers.
Large brands often have a high level of brand recognition. It is much more difficult for small businesses to get consumers to spontaneously recall the company name.
The English language contains a number of terms that correspond to the concept of "brand recognition". These are brand awareness, brand recognition and brand recall. The Qualtrics article notes that the phrase brand recognition is an additional name for recognition with a hint. At the same time, the term brand recall is used to denote the spontaneity of the phenomenon in question. The analogue of the Russian-language concept of "brand recognition" is brand awareness.