The concept of Brand Recognition is more complicated than one might think. It cannot be understood in isolation and as we usually compare a brand to other competing or complimentary brands. Only then would it be capable to compare features and services, and the compatibility to its partner brands.
In his book Global Brand Strategy, Sicco Van Gelder talks about just this (Chapter 8: Brand Recognition Redefined). In this article we will take a quick overview of the chapter.
Brand Recognition Redefined (by Sicco)
Brand recognition is the ability of consumers to identify a brand by its name, logo, slogan, or other distinctive features. It is a key factor in building brand awareness, preference, and loyalty among the target audience.
- Brand recognition is not a binary concept, but a continuum that ranges from low to high recognition. ‘Low recognition’ means that consumers have little or no familiarity, while ‘high recognition’ means that consumers have a consistent image.
- It can also be influenced by other factors, such as consistency, uniqueness, adaptability and visual identity.
- Brand recognition can also vary across different markets and cultures, depending on the local conventions and preferences of the consumers. Brand managers will need to analyze the level of brand recognition in each market and adapt their brand strategy accordingly.
Brand Discrimination
It’s the ability for consumers to recognize a brand from competitors based on its logo, slogan or other distinctive features. It is an important measure of brand equity, indicating how well a brand is established in the minds of consumers.
It can be measured using implicit or explicit methods, such as the Brand Discrimination task. Where participants identify whether images of brand elements belong to a target brand or not. Responses can vary depending on multiple factors, such as consistency, uniqueness, adaptability of the name, visual identity, and brand domain.
Brand discrimination can increase awareness, preference, and loyalty. But can also lead to avoidance or boycotts if the brand is perceived offensive.
Sicco proposes a typology of six types of brands based on their level and nature of brand discrimination, which are:
Niche brands:
Brands that have a high level of discrimination, but a low level of recognition. Focused on a specific category or segment, offering a unique value proposition that appeals to a niche audience. Examples are Ben & Jerry’s, Harley-Davidson, and Rolex.
Landmark brands:
These are brands that have a high level of both, discrimination and recognition. Leaders and innovators in their fields, and have a strong brand image that is widely known. Examples are Apple, Coca-Cola, and Nike.
Navigation point brands:
Brands that have a low level of discrimination, but a high level of recognition. They are generic and ubiquitous in their markets, and serve as benchmarks for consumers to compare and evaluate other brands. Examples are Kleenex, McDonald’s, and Xerox.
Sanctuary brands:
These are brands that have a low level of both discrimination and recognition. They are obscure or hidden in their markets, and offer a reliable alternative for consumers who want to avoid mainstream. Examples are Muji, Trader Joe’s, and Volvo.
Indistinct brands:
These are brands that have a moderate level of discrimination, but a low level of recognition. They are vague and ambiguous in their markets, and they lack a clear and distinctive identity or positioning. Examples are Acer, Gap, and Philips.
Labyrinth brands:
These are brands that have a moderate level of recognition, but a low level of discrimination. They are complex and confusing in their markets, and they have a diverse and inconsistent brand portfolio or expression. Examples are General Electric, Nestlé, and Sony.
Each type has its own advantages and disadvantages, and requires a different brand strategy to optimize its recognition and discrimination.
Brand Connections
Brand connections are the relationships that exist between a brand and other brands, products, or entities. It can enhance or diminish the recognition and discrimination of a brand, depending on type and nature of the connection. Sicco proposes a typology of nine types of brand connections, which are:
Corporate, umbrella, and banner brands:
These are brands that represent the entire organization or group of products or services under a common name and identity. They can create a strong and coherent brand image. But may also expose the brand to risks and dilution if products or services are diverse or inconsistent. Examples are IBM, Virgin, and Disney.
Endorsement brands:
These are brands that validate a claim of another brand by providing a seal of approval to guarantee quality. They increase the credibility and trustworthiness, but they can also reduce the autonomy and differentiation of the brand. Examples are Intel, Good Housekeeping, and Visa.
Product and service brands:
These are brands that represent a specific product or service within a larger brand portfolio or organization. They can create a focused and distinctive brand identity. But can also create confusion and fragmentation if the product or service is not aligned with the overall brand strategy. Examples are iPod, FedEx, and Dove.
Co-brands:
Brands that are created by combining two or more existing brands, to create a new offering or value proposition. They can leverage the strengths and synergies of the partner brands. But can also create conflicts and compromises if the partner brands are incompatible or competitive. Examples are Sony Ericsson, Starbucks Frappuccino, and L’Oréal Paris.
Co-driver brands:
These are brands that are associated with another brand, product, or service to enhance or complement its performance or appeal. They can add value and functionality to the brand. But can also overshadow or undermine the brand if they are more dominant or influential. Examples are Dolby, Gore-Tex, and Bluetooth.
Extension brands:
Brands that are applied to new products or services that are related or unrelated to the original brand. They can exploit the equity and awareness of the brand. But can also stretch or damage the brand if the new products or services are inconsistent or unsuccessful. Examples are Virgin Atlantic, Apple TV, and Levi’s Dockers.
Benefit brands:
These are brands that are linked to a specific benefit or attribute that is relevant or desirable for the consumers. They can communicate the value proposition and differentiation of the brand. But can also limit or constrain the brand if the benefit or attribute becomes irrelevant or undesirable. Examples are Duracell, Snickers, and Head & Shoulders.
Usurper brands:
These are brands that are created by consumers or other entities to challenge or replace the original brand. They can undermine the credibility and loyalty of a brand, but can also provide opportunities for the brand to innovate. Examples are Linux, Napster, and The Pirate Bay.
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