Calculation
Brand recognition is evaluated by showing customers the visual symbols of your brand such as a logo, package or product and testing if they can identity it. This can be measured as the percentage of people who recognize your brand symbols. brand recognition = (number of customers who recognize brand / number of customers asked) × 100For example, a chain restaurant asks 30 customers to identify the brand's logo. The logo is mixed in with other brand logos to reduce lucky guesses. A total of 8 customers can correctly identify the logo.brand recognition = (8/30) × 100 = 26.6%Brand recognition can be calculated for any visual symbols of a brand including products themselves. For example, the percentage of customers who can identify a fashion designer by looking at fashion photographs.Notes
Brand awareness is easier to calculate and is a more common metric.| Overview: Brand Recognition | ||
Function | ||
Definition | The public's ability to recognize the symbols of your brand. | |
Value | Customers tend to place more trust in what they recognize. | |
Related Techniques | ||
