If You Build It...
Brand recognition is a big deal for businesses large and small—here are six ways to build it
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Sean Norris
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How much does brand recognition actually matter? A lot, if you believe the statistics. In a 1990 study by Wayne D. Hoyer and Steven P. Brown, 74.5 percent of participants chose the known brand when "awareness was present but no quality difference existed between brands." And while the study may be a bit dated, the findings are not—it remains one of the most oft-cited and influential examinations of the power of brand awareness.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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