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The Levels of Brand Recognition


You may have heard of the concept brand recognition; it takes brand perception a step further and should be considered an integral part of your marketing and advertising strategy. What you may not have known is that this doesn’t necessarily refer to something positive. Here are the different levels of brand perception a consumer can have:

  1. Brand Rejection: when your brand is associated with something negative and a consumer makes the active choice to not use your product. Think of any bad experience you may have had with a restaurant that you swore you’d never go back to.
  2. Brand Non-Recognition: Not quite as bad as straight up rejection, this level refers to when consumers simply don’t recognize your brand. They either have never heard of it or it’s benefits or qualities are not evident enough to differentiate it from the competition.
  3. Brand Recognition: Brand recognition means that consumers recognize your brand, whatever branding you may have done to date has set your product or service apart at least from the competition that the consumer doesn’t even recognize.
  4. Brand Preference: This level of recognition refers to when, given the choice between two products, a consumer chooses yours over the competition. This usually happens if you differentiated your product, added value and have created a product that uniquely served that customer’s needs in that situation.
  5. Brand Loyalty: Loyalty is the ultimate goal of any branding strategy. This is when a consumer chooses one brand over any other brand over and over again. Many times it is even regardless of a bad experience. Think of your favorite clothing stores, go-to grocery product or supermarket chains, even if you’ve had to return a few items you still go back to the same places because you have found something that is a good fit exactly for you.
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