Do you want to find out all about brands and the latest brand recognition statistics?
Then you’ve come to the right place.
We’ve gathered the most incredible branding statistics that will tell the story of what makes for great branding and what leads to branding embarrassment.
You’ll get a better idea of how to boost recognition and impressions, of what to remember for small business branding and what the mega-brands are doing.
Here’s the scoop:
If you thought that all you have to do is decide on a clever logo and have the right color on your business cards, you’re in for a big surprise. Branding is more than just a set of advertising functions.
Hopefully, some of the facts will do more than simply answer basic questions like, “What is company branding?” and “What is brand recognition?”
They will go on to show why the values of brands are important if you want to improve brand loyalty and why branding adds significantly to your bottom line and shareholder returns.
In short, this is not simply a random list of statistics:
It has been put together to take you on a fascinating journey of discovery.
Fascinating Brand Stats (Editor’s Choice)
- A cap given as a corporate gift makes 3,136 consumer impressions over its lifetime.
- Brand loyalty stats show that the probability of selling to an existing customer is 60 – 70%
- The Microsoft careers site has two million applicants per year.
- Color improves brand recognition by up to 80%.
- Congruent sound and video enhance the emotional impact of visual communication by 1,207 %
- 71% of consumers want to recognize the brand before they make a purchase.
- Gap’s new logo design in 2010 cost $100 million – and the company ditched it after six days.
- Amazon and Apple are the most valuable brands worldwide.
General Branding Statistics
1. Amazon and Apple are the most valuable brands worldwide.Statista; Brandz Tech companies in the US were the most valuable brands in 2018 and 2019. Apple was at number one (at about $215 billion) in 2018, followed by Google ($156 billion), Amazon ($101 billion) and Microsoft ($93 billion). Coca Cola, at number 6, ($66 billion) was the highest-ranked non-tech brand. In 2019, Amazon moved into the top spot ($315 billion and up by over 50% in the year!), followed by Apple ($309.5 billion), with Google close behind (at $309 billion). Amazon’s growth has been attributed to the way it has expanded its product offering and used technology.
2. The Top 100 most valuable global brands outperformed the global GDP rate, the S&P 500, and the MSCI World Index.BrandZ The value of the Top 100 most valuable brands increased by 7% in 2019, more than twice the global GDP growth rate. The total value of these 100 brands was a whopping $4.7 trillion. And that’s not all: The value of the top 10 brands grew by 317% between 2006 and 2019, compared to 128% for the S&P 500 and 59% for the MSCE World Index. This answers the question of why is brand value important. It is clear that brand building is an investment rather than a cost. And it delivers superior shareholder value.
3. More Asian brands are appearing in the rankings of brand statistics.BrandZ Consumers are looking for the best combination of price, quality, and experience. The provenance of brands is a lesser factor. In 2019, China’s Alibaba featured at number 7 and Tencent at number 8 in the Top 10 most valuable global brands. Out of 9 newcomers to the Top 100, 6 are from Asia. The Japanese personal care brand Shiseido was the number 6 Top Riser for 2019. Which makes us wonder: What are the older, more established brands doing about this? Let’s find out.
4. Branding stats for 2019 show that valuable brands are refreshing and reviving themselves.BrandZ Some valuable brands have been under pressure in recent years, although they have been sustained by heritage brand strength. For example, there has been a decline in the consumption of carbonated beverages. Both Coca Cola and PepsiCo have made significant acquisitions to counter this. Coca Cola has bought Costa Coffee, and Pepsico has bought SodaStream. Similarly, MacDonalds is repositioning itself into the wellness industry. Gucci is making itself more accessible to a wider audience while retaining its exclusivity. Dior has focused on building brand equity in China, especially among millennials. Walmart is defending itself against Amazon by massive investments in technology.
This is all about using the brand name of the company in advertising or communication rather than promoting the products and services of the company.
The goal is to reflect the company’s core values, personality and mission – it is the intangible spirit and attitude that distinguishes a company from its competitors. It is the way that the world perceives your company. This so-called “brand image” can be a company’s most valuable asset.
However – and here’s an interesting thought – brands are shaped by generational influences.
5. Generational differences define personality traits, brand equity, and trust in corporate brands.
Recent research found that “traditionalist” brands – many of which have been around for more than a hundred years – represent an impressive 25% of the total value of the Top 100 brands. However, the GenZ brands, founded on average about 16 years ago, account for 34% of the value – and they are growing at a mind-blowing rate of 21% per annum!
The brand voice of the traditionalists tends to be trustworthy, wise and straightforward, while GenZ’s is more creative, adventurous, and rebellious.
However, these younger brands are working hard to develop trust, mainly by providing a seamless customer experience. Examples are PayPal (founded in 1997), Netflix (1998), and Google (1998).
6. Being meaningful is the most distinguishing characteristic of brands that are growing
How to create a brand that is growing depends firstly on being meaningful – fulfilling some functional, emotional, or social needs.
The other two characteristics are difference and salience (coming quickly to mind).
7. High difference together with high salience leads to instant consumer recognition.
When you have high difference together with high salience, there is a virtuous cycle:
Difference reminds consumers why they are choosing the brand. In turn, this drives market penetration and sales and leads to high salience (coming quickly to mind).
But this is not enough when the market is as volatile as it is at present.
Meaningfulness must also be part of the equation. There must be positive mental associations with the brand. It must meet the values of the consumer in some way. This explains why long-standing car brands, for example, are under pressure. There is an increasing number of negative associations with them, such as harmful emissions.
Wow! It certainly is more complicated than it seems at first glance!
And, of course, if these are some of the stats about brand voice, where should that voice be heard?
8. 94% of marketers worldwide say they use Facebook for brand presence on social media.
Statista; Statista; Accenture
This is a serious business, as it allows brands to participate in and shape the online discussion of their products. As such, it is a significant driver of traffic and purchasing decisions.
In January 2019, 94% of marketers surveyed said they used Facebook for this purpose, followed by Instagram (73%), Twitter (59%), LinkedIn (58%), and YouTube (54%). Snapchat was lowest at 6%.
With all the focus on digital and online communication, we might sometimes forget about the “good old ways” of putting your brand in front of your target market.
One of these is corporate gifting.
9. A cap given as a corporate gift makes 3,136 consumer impressions over its lifetime.
Advertising Specialty Institute
That’s astounding! Your logo on someone’s cap in the US will be seen more than 3000 times over its lifetime. And the average cost per impression is better than what you would have paid for TV, magazines, and newspapers.
Outerwear and bags are popular gifts in Australia. 86% of consumers felt more positively about a company after receiving a promotional jacket. And in Sydney, a bag will have more than 5,800 impressions.
Mind – blown!
10. Promotional products are the most highly regarded form of advertising.
Advertising Specialty Institute
Consumers under the age of 55 rank promotional products as the form of advertising they liked most. One of the key brand awareness stats from this study is that 85% of people remembered the name of the company that had given them a gift.
The average length of time that consumers keep promotional items is just over 7 months. Umbrellas, mobile power banks, and calendars are kept the longest (12 – 14 months). So, your name and logo are seen repeatedly rather than just as a PPC or pop-up on a website.
And here’s some other good news:
2/3 of consumers will pass on a corporate gift they have received to someone else rather than throw it away. So they become your brand ambassadors!
Small Business Branding
The importance of branding for small businesses is as great as it is for large ones. And they just can’t afford to get it wrong the first time around!
One of the big mistakes small businesses make is spending too much chasing after new clients.
Here are some small business statistics as proof:
11. Brand loyalty statistics show the probability of selling to an existing customer is 60 – 70%.
Course Hero; Forbes
Marketers are often so focused on growing “market share” that they ignore the fact they are more likely to sell to existing customers (60% – 70% probability) than to new prospects (5% – 20% probability).
Put another way,
12. It is between 5% and 25% more expensive to acquire a new customer than it is to retain a current one.
This makes sense. You don’t have to spend time and resources going out to recruit new clients. Rather, spend it on retaining the clients you already have.
And here’s some more proof:
13. Increasing customer retention rates by 5% will boost profits by 25%.
The reason for this huge increase in profits is that returning customers tend to buy more from the company over time, as numerous customer retention statistics indicate. They also tend to refer others and pay a premium to stay with you. This decreases your operating costs to serve them.
This is about individuals having a positive impression of your company as a good place to work.
Does it matter?
Let’s look at some stats on the importance of branding:
14. A strong employer brand is twice as likely to be linked to job consideration as a strong company brand.
A strong overall company brand certainly helps to attract talent to your company. But when companies put the effort into creating an employer brand as well, this is twice as effective at attracting the best potential employees.
And what does strong branding get?
Employee loyalty, as Microsoft has shown.
15. Microsoft ranks first on Comparably’s list and second on the Forbes list of Best Employers for 2019.
Statista; Forbes; Comparably: Harris Poll
Microsoft has understood the importance of employer branding and the resulting employee loyalty. As a result, its own employees rate it as a great employer they would recommend to others.
These ratings come from the Harris Poll for Corporate Reputation. Microsoft is second after Amazon in the Technology category and ninth overall. Some of the attributes measured in this poll included being a good company to work for, maintaining high ethical standards, and good citizenship.
And if you need more proof than that…
16. The Microsoft careers site has two million applicants per year.
According to Microsoft’s Head of Talent, the company’s Careers site has nine million visits per year and two million applications for jobs!
Getting past the initial screening will be tough, with those numbers. Good candidates will then be invited for between four and seven in-person interviews before the very best are selected.
If you have both a strong company brand and also a strong employer brand, the result is inevitable:
The best people want to work for you.
Here are a few facts to keep in mind if you are trying to increase brand recognition:
17. It takes five to seven brand impressions before someone will remember your brand.
If you want to know how to increase brand recognition, it’s useful to remember how many impressions it takes for someone to remember your brand. Consistency then becomes an important part of business branding.
The key to this is omnichannel marketing. Are you sure your customers are getting a seamless and integrated experience when shopping online or in-store? Are they on your Facebook or Instagram pages? Are they following their favorite influencer who is also endorsing your brand?
Here’s another simple hint for successful branding:
Color matters in branding.
18. Color improves brand recognition by up to 80%.
University of Loyola, Maryland
According to research, people make a subconscious judgment about a product within 90 seconds, and between 62% and 90% of this assessment is based on color alone.
So far so good …. But then I realized I’d missed an absolutely critical branding fact!
It deserves a section on its own.
Audio Branding Statistics
We are so busy looking at visual logo statistics that we can completely overlook audio.
There’s something very different about an audio logo – also called audio branding or sonic branding. Like a visual one, it must be instantly recognizable and catchy. But it must also invoke an emotional reaction.
Two entertainment audio logos can demonstrate this.
Anyone older than 25 probably remembers going to watch a movie and hearing the wonderful sound of the MGM lion – and perhaps also remembers the little flicker of excitement that the action was about to begin.
And today? What about that sharp “Ta-dum” sound that marks the start of every Netflix movie – and the sense of anticipation that goes with it?
Here are some surprising audio branding statistics:
19. Congruent sound and video enhance the emotional impact of visual communication by 1,207%.
This remarkable branding statistic is attributed to Prof. Charles Spence of Oxford University, way back in 2006. It means that if you add the correct sound to your visual logo you will increase the emotional reaction of your target audience by over 1200%.
Another university study supports this:
20. Consumers are 96% more likely to remember brands using music in line with their brand identity than brands using “unfit” music or no music.
This finding is attributed to the Department of Applied Social Psychology at Leicester University in 2008. It shows that choosing the right type of music can make all the difference in the world.
Here’s a more recent finding:
21. Audio messaging drove a 74% lift in ad recall and a 41% lift in association with the campaign tagline.
Spotify quoted these findings in its “Culture Next” global trends report in 2019. Adding audio and having the same message across multiple channels improved ad recall by 74% and association with the tagline by 41%.
Here’s some back-up for this stat:
22. Homer Simpson’s “D’oh!” is only half a second in length, but 80% correctly associate it with The Simpsons.
Raising the Volume; Raising the Volume (audio download)
Not only did eight out of ten people in the study immediately identify the sound, but they also could describe scenes from The Simpsons series and said that it put them in a good mood.
23. McDonald’s has used the same campaign since 2003 – “I’m Lovin’ it” – with just five notes of music.
Raising the Volume (audio download)
Even without the double arches and the “I’m lovin’ it” tagline, the five notes – ba-da-ba-ba-ba -are distinctive. Just ask children how they feel when they hear it.
So, what is the significance of these brand stats?
24. Audio ads are more than 2x as likely to lift purchase intent as display ads.
If the primary purpose of branding is sales, and audio will give double the results, then it seems clear that audio branding should be an integral part of any comprehensive strategy.
Benefits of Branding
Here are some of the key advantages of branding:
25. Brands enhance business performance through their influence on customers, employees and investors.
For some, the importance of brands is to persuade consumers to buy and stay loyal.
But we don’t always consider how meaningful branding also attracts and keeps employees and how it encourages investment.
26. Brand image and marketing affect market share.
Why is branding important in sales?
The answer is that it is a major driver of sales and market share.
Soft drink leaders such as Coca Cola and Pepsi, or luxury goods brands like Gucci and Dior, show that spending significant amounts on marketing and brand image has a direct impact on their share of the market. They even consistently generate more sales than more cheaply priced competitors.
Strong brands also have a competitive advantage in negotiating policies and prices with channel partners and retailers.
And that’s not all:
27. 71% of consumers want to recognize the brand before they make a purchase.
Global Banking and Finance
This is about the question:
“What is brand recognition?”
Consumers are more likely to choose a brand they recognize over something unfamiliar. So, familiarity equals value.
Which brings us to what happens when you get it wrong!
Sometimes what seems like a good idea in the advertising agency can have very unexpected and unintended consequences.
And the old adage “bad PR is better than no PR” doesn’t always hold good for bad brand design or marketing execution, as the latest branding statistics will show.
Neither does it help to be offensive – and, like beauty, this can unfortunately be in the eye of the beholder!
28. 43% of college graduates did not purchase a brand because they found the advertisement distasteful.
Harris Poll (quoted in i-Scoop)
Education level matters here. According to a Harris Interactive Poll, whereas overall 35% of respondents chose to refuse a brand because of distasteful advertising, the number for college graduates was 43%, compared to only 29% of those with high school education or less.
Similarly, 33% of college graduates said they refused a brand because of the spokesperson (often an influencer), compared to 23% of those with high school education and below.
Bad logo design can also have unfortunate results:
29. Gap’s new logo design in 2010 cost $100 million – and they ditched it after six days
The lesson to be learned from Gap is that you cannot just change your logo (your visual identity) with no warning and with no change to your product offering – and then expect your customers to happily go along with it. The logo was ditched in less than a week following a massive backlash on social media. The price tag was said to be in the region of $100 million.
Here’s another example of poor execution of a rebranding effort:
30. Weightwatchers International changes its name to WW International – and experiences a 36% plummet in stock value.
Globe Newswire; Globe Newswire; Business Insider; Impact
In 2019, Weightwatchers International legally changed its name to WW International. This stands for “Wellness that Works” and is meant to represent a more holistic approach to overall wellness rather than simply weight loss.
However, six months after the initial marketing moves to make this change, WW reported an “unexpectedly soft” start to 2019 membership numbers. This was followed by a massive drop in stock value.
This is a good example of the importance of brand recognition.
The connection between the old company (which had spent 50 years building brand awareness) and the newly branded one was just not clear. WW has now started to refer to themselves as “Weightwatchers Reimagined” and pulled in Oprah, its former brand ambassador, in an attempt to restore its brand name recognition.
Facts and figures have an uncanny way of shining a light on what is happening in the competitive world of brands, marketing, and sales.
The bottom line:
A brand needs meaningfulness, difference, and salience to be successful.
Some of our branding statistics showed why getting this wrong is not a good idea!
Getting it right can add incredible shareholder value to your company, attract the best employees, and develop long-term customer loyalty.
- Advertising Specialty Institute
- Course Hero
- Business LinkedIn
- Harris Poll
- Fast Company
- Pam Moore
- University of Loyola, Maryland
- Raising the Volume
- Raising the Volume (audio)
- Raising the Volume (audio)
- Global Banking and Finance
- Harris Poll (quoted in i-Scoop)
- Globe Newswire
- Globe Newswire
- Business Insider