The extent to which a target audience is able to readily recognise a particular brand by its ethos and attributes. This may be through simple cues such as a symbol, slogan, jingle or spokesperson. Or it could be through a set of widely-recognised brand values, which many marketers argue is the most desirable brand recognition of all. For example, “innovative technology that looks good” could easily be associated with Apple, or “maverick company that looks after the consumer” are attributes commonly attributed to Virgin.

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