Name recognition

Also known as: brand recognition

Increasing brand awareness is a common objective of marketing activities. If the name of an organization or company or a brand name is known within the target audience, people are more likely to choose the product, service or organization. Name recognition goes hand in hand with the image of a brand.

To create brand awareness, it is important that consumers are repeatedly confronted with a name. This is often done in various ways, such as online marketing, direct marketing and public relations.

Brands with high recognition and high quality perception are called A-brands.

Name recognition survey

Brand awareness is widely used as a KPI within marketing analysis. For example, to measure the extent to which brand awareness has increased after an advertising campaign.

When conducting a name recognition survey, we distinguish two different types of name recognition:

• Spontaneous brand awareness (aka: top of mind).
  Asked to name a number of brands associated with a particular product/service
• Helped brand awareness
  People are asked if a particular brand is well-known

Often follow-up questions ask about associations with a particular brand, whether one has ever bought it and if so how often. Sometimes more of the familiarity of the name is explored, such as by examining the recognizability of the logo (where the brand name/text is omitted)

To manage the results of a brand awareness survey, it is important to repeat the survey periodically.