Brand recognition is a major goal of marketing. In this lesson, you’ll learn about what brand recognition is and some of its related concepts.

You’ll also have a chance to take a short quiz after the lesson to reinforce your knowledge.

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Brand recognition is one of two components of brand awareness. The other component is brand recall. Brand recognition is exactly what it sounds like: the ability of a consumer to recognize one brand over other brands. In other words, it’s the ability of consumers to identify your product by its attributes and design elements. Design elements include such things as shape, color, illustrations, and graphics.

Effectiveness of Brand Recognition

If brand recognition is done correctly, your product should be recognized even without using its name.

The goal is to get potential customers to recognize the product instantly without requiring much effort. For example, can you think of the name of a restaurant that is symbolized by golden arches or a computer company identified by a particular fruit? In fact, companies will often engage in market research in order to test brand recognition.

Brand Recognition and the Problem of Counterfeit Goods

Even after you have developed strong brand recognition, the battle is not over. You still have to worry about counterfeit goods, often called knockoffs or fakes. The classic example is a street vendor peddling knockoff expensive watches to unsuspecting tourists.

You can combat counterfeit goods through the use of patents and trademarks and then vigorously pursue those that infringe upon your brand through court action.


Brand recognition is vitally important for the successful marketing of your products, and is one of the two components of brand awareness. It is the ability of potential customers to recognize your product based upon its attributions such as size, color, dimensions, logos, and packaging. The other component of brand awareness is brand recall. If done correctly, customers will be able to instantly recognize your product on a shelf surrounded by competing products. Market research is often pursued to test brand recognition.

Even if you have strong brand recognition, you still must protect your brand from counterfeit goods by use of patents and trademarks.

Key Term

  • brand recognition: the ability of a consumer to recognize one brand over other brands

Learning Outcomes

Upon completing this lesson, you should be able to:

  • Define brand recognition
  • Discuss the effectiveness of brand recognition
  • Explain how counterfeit goods pose a problem for brand recognition

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