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Definition: Brand recognition

What is brand recognition?

Brand recognition refers to the ability of consumers to recognize and identify a specific brand. Brand recognition is typically considered successful when consumers are able to recognize a brand without explicitly being exposed to its name, but merely to visual or auditory cues such as logos, packaging, or jingles. Similarly, brand recall is the ability to recall a brand without any specific cues at all.

Companies routinely conduct market research to determine the degree to which their brand gets recognized by consumers and develop strategies and campaigns aimed at increasing brand recognition. Together with brand recall, brand recognition is one of the many components of brand awareness.

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