(1) What is brand recognition?
Brand recognition is an association that brand designers hope to create and maintain, which can arouse people's good feelings about the brand. Brand recognition is a systematic project, including three major recognition systems: brand mental recognition (body mass index), brand behavior recognition (BBI) and brand visual recognition (BVI). Brand mental identity is the core brand recognition, which influences, restricts and directs other brand recognition, and finally forms a distinctive brand image in the hearts of customers; Brand behavior identification is the sum of brand-related behaviors of enterprises, which provides brand value in practice; Brand visual recognition is the external image of the brand, which provides brand information at the communication level and plays the most obvious and direct role.
(2) Features and functions of brand recognition
Brand recognition is characterized by simplicity and uniqueness. This brand identification method or logo is a unique and distinctive feature of this brand, which is concise, concise and accurate, and finally reappears in the vivid conceptual differences of consumers' vision or hearing, making it clear at a glance among many similar brands. Continue to be the same. The establishment of brand recognition system is not achieved overnight, but the result of long-term accumulation of brand effect, which is a lasting infiltration and influence. Associative perception This brand recognition can create a brand space in consumers' minds, so that consumers can associate with the psychological sense of belonging and satisfaction brought by this brand after being exposed to this brand recognition. Its function is to promote brand image, accumulate brand assets and establish and consolidate customer relations.
(3) the relationship between the three major brand recognition systems
Brand recognition is actually the operating system of brand value, in which brand mental identity is what brand value to look for; Brand behavior identification means how to form brand value; Brand visual recognition refers to how to convey the existing brand value to customers. Only when the three brand identification systems promote each other and operate in harmony can we design a unique brand image and promote the development of enterprise management. Therefore, the three elements of brand recognition are not only hierarchical, but also closely related.
You can also find a third party for brand building, such as FutureBrand Future Brand Consulting Company.
Brief introduction of futurebrrand FutureBrand consulting company
Company attribute
It is a subsidiary of McCann World Group, the largest communication group in the world.
Is a top international brand consulting company that mainly provides all-round brand consulting and creative services. Good at connecting brand strategy and brand experience. Brand consulting company with forward thinking and future orientation.
Main services
China mainly provides brand strategy, brand naming, brand architecture strategy, brand slogan, brand text recognition, brand visual identity design, packaging design, environmental design, customer experience, brand visual norms, brand supervision system and other services.
Company size
FutureBrand has branches and offices in 20 cities (London, new york, Paris, Shanghai, Beijing, Sydney, Melbourne, Dubai, Rome, Milan, Geneva, Hamburg, Amsterdam, Moscow, Mexico, Bogota, Lima, Santiago, S? o Paulo and Buenos Aires), with more than 600 employees worldwide.
Service client
automotive industry
Ma Ruili Ma Ruili
Bentley Bentley
Cadillac Cadillac
Bye, Andoto.
cosmetic industry
L 'Oreal. L' Oreal Group
Clinique
Sephore Sephora
L 'Occitane L 'Occitane
education
Eplus beiwai yijia English
Jefferson philadelphia university+Thomas Jefferson University (TJU)
British Council
CFA Certified Financial Analyst
Paris School of Political Science
GWU George Washington University