Brand recognition is the next stage of brand awareness. At this stage, consumers are aware of the existence of the brand and its visual and auditory components such as logo, color, slogan, packaging, etc., but they may not be ready to buy the product or service. The Coca-Cola brand is the best example of understanding brand recognition. For example, people remember Coca-Cola drinks by seeing red and white colors even if they are not fans of it. Recognition or familiarity with the brand is influential in the success of the brand because being familiar to consumers makes it possible for the audience to refer to the familiar brand when they are ready to buy a product or service.
Brand recognition happens at 5 levels:
Brand Rejection: If remembering and recognizing the brand is associated with negative experiences, the consumer will avoid choosing the product or service. A brand that is at this level should change public opinion about the product and brand by launching a new campaign.
Brand Non-recognition: Brand non-recognition refers to when consumers do not easily recognize the brand, probably because the brand is not clearly differentiated from competitors. A brand at this level should try to communicate the value differences between its products and competitors to its audience.
Brand Recognition: helps consumers choose a familiar brand when purchasing a product. A brand that is at this level has a good position, but in order to stay ahead of its competitors, it must continue to differentiate its products and brand.
Brand Preference: At this level, customers prefer the familiar brand when deciding between two products. Because he feels different about the brand or because he feels that the product or service of the familiar brand satisfies his needs in a unique way.
Brand Loyalty: Brand loyalty occurs when the brand’s products or services are repeatedly chosen by the customer, even if he occasionally experiences poor service from the brand or a product more suitable to his needs is provided by another brand. To achieve brand loyalty, the offered product must be very distinctive and have a lot of added value. Providing this level of service ensures that consumers will not switch brands.