Brand Recognition

Brand Recognition

Brand recognition is when the general public or targeted market can easy recognize a brand by something other than the name, such as logos, slogans, and colors. There are so many top brands that people can easily spot just by their logos, even when the name isn't in the logo. There are even games you can play on smartphones that the sole purpose of the game is the name the brand or company of that logo. When the actual logo is the word, typically all the letters are missing except one... but it's still very easy to tell what brand it is. See the image below if you aren't familiar with such games.

People are much more aware of brands and logos and slogans because of how much advertising we are exposed to. Jay Walker-Smith, the president of the marketing firm, Yankelovich, states that the average person in the 1970s would be exposed to about 500 ads per day whereas the average person in 2009 was exposed to about 5,000 ads per day. Imagine how much it must have increased over the last few years... It's no wonder that people play these kinds of smartphone games with ease!

Take a look at the image to the left. Chances are pretty good that you know what company that is, and it's not even it's logo exactly. If for some reason you didn't catch it, it's Google. Each individual "letter" is a logo for their different features. For example, Google Docs and Gmail are the first two "letters." Each logo is also the same color as the letter in Google's logo.



What is you opinion on brand recognition and how many advertisements we are exposed to? Are there other factors that may contribute to brand recognition?


Don't have a smartphone but want to play a logo game? Try Sporcle's corporate logo game, don't worry there's more than one.

Response to Sarah Allen

What level do you think relates most to your consumer involvement?

The four levels of consumer involvement are: 1) previous experience, 2) interest, 3) perceived risk of negative consequences, and 4) social visibility. Of the four involvements I think that my consumer involvement is mostly based on previous experience. If I am shopping for something specific and I know that I like the product/brand and am satisfied by it, I will most likely buy it without much hesitation. I am not a huge shopper and generally only buy what I need so I know what I like, what works for me, and my preferences. There is no need to really research things for this or weigh my decisions. I almost always base my purchase decisions on previous experiences with certain products and brands.

Do you think that it is bad to make your purchasing decisions based on previous experiences? When would this be a good thing?

Sarah's post can be found here.

Herbal Essences

Bringing Back Old Scents & Packaging

Some of you may use Herbal Essences shampoo and conditioner. I am a big fan of the "Hello Hydration" (blue bottles); it smells great and leaves my hair amazingly soft. As you can see in the picture, the blue, hot pink/red, and purple bottles are very vibrant and appealing to the younger generation.What you may not notice in the picture are the light pink and yellow bottles on the top shelf... These are the older scents and packaging before Herbal Essences released the brighter bottles targeted towards younger women. 

When I was in about middle school my mother used to use Herbal Essence (the ones of the top shelf of the picture) and I had always associated Herbal Essence with "old people". When the brand began making new, "hipper" shampoos and conditioners I wasn't completely convinced of their "coolness" but have gradually began to use and enjoy their products.

Today I was at CVS buying shampoo and noticed that Herbal Essences is bringing back some old scents. I think that they decided to do this because they probably lost a good share of their regular consumers when discontinuing some of the shampoos and conditioners. I think it's a great idea to bring back the previously brand loyal customers and also keep the new market as well; it allows them to market towards a wider range of people.

What do you think of Herbal Essences bringing back old products? How will this effect the brand?

Response to Christian Torti

How do you think Apple could market an iWatch effectively?

I have absolutely no idea how Apple will manage to effectively market an iWatch. Not as many people wear watches now as they used to. Most people, especially in the younger generations, use their cellphones to check the time. If a young person wears a watch it is probably just for style and to show off their social standing. This may help Apple with marketing a product that, in my opinion, is almost obsolete. 

Apple has always had outstanding marketing techniques that has allowed them to grow into the company they are today. They are very innovative and creative in their packaging and promotion. I think that as long as they keep up what they're doing, they will be able to market the iWatch with ease and sales will skyrocket. I'm not saying that iWatch sales will remain high though. I think people will buy them out of curiosity  wear it for a bit, realize it's too clunky to wear casually every day, and put it in drawer. Consumers will also realize that it is just like an iPhone or iPod Touch or iPad...though no one has seemed to notice that all of those things are the same thing yet...

Do you think the iWatch will be the newest rage or a total flop?

Christian's post can be found here.

Creative Packaging

Is Creative Packaging Worth It?

You may not see it everyday, but there are many products that are packaged in such creative ways. As you can see in this image, they are very clever. But will this really influence consumers to buy these products over another? There is no argument that these are unique and stand out from most boring packaging however it may be a waste of time. 

I think that I might buy a loaf of French bread that comes in a gnome bag because it's cute and silly but I really don't see myself continuing to make this purchase every time I am shopping for French bread. I feel like this is the case for most of these products. The packaging is cute and would be fun to show friends, but there are only so many times that it is funny or "cool". 

These products have great packaging and it will definitely make them stand out from their competitors' products but unless they are very good quality, I don't think that people will buy them more than just a few times.

What is your opinion of creative packaging? Is it worth the time and money? Does it generate higher sales?