Definition of name recognition

degree to which a brand or company name has meaning to a consumer. In industrial marketing, a company without name recognition will have difficulty getting into prospect offices and will not be sent a Request for Proposal. In consumer marketing, name recognition lends credibility to product claims, helps a brand stand out from similar but lesser known brands, coaxes shelf space from the retailer, and is often the reason that brand is selected by the consumer. Consumers faced with too many choices will often purchase the brand they recognize.