When a company builds a brand, it is a short-hand way of customers instantly recognising that they will get the same standard of quality when they are buying a product or service. That’s why branding is crucial in today’s multi-channelled environment.

In our ‘need it now’ culture, brand recognition is key as people buy instantly – look at the rise of the aptly named Instagram and Instagram shop as now most under 25-year olds buy directly from their phone.

Brand identity itself is a powerful asset for any company and when you consider the top 10 ‘superbrands’ in the UK at the moment, one thing that is immediate is how recognisable they are. You can conjure up their logo as soon as you hear their name.

It may surprise you that Lego is the top UK consumer ‘superbrand’, beating Apple to that accolade, which takes second place.

The ranking is as follows:

1. Lego

2. Apple

3. Gillette

4. Rolex

5. British Airways

6. Coca-Cola

7. Andrex

8. Mastercard

9. Visa

10. Dyson

Famously it was Holiday Inn who pioneered the power of the brand since their first hotel opened in 1952, and as more than a thousand properties have followed since, Holiday Inn has become one of the most iconic and trusted brands in the world. It was the concept that wherever you were in the world you knew exactly what you get, from identikit rooms to service.

But one thing all the ‘superbrands’ agree on, is getting your brand out there is key to getting that vital customer recognition.

The annual unveiling of the new Apple products is now a major production with theatrical press announcements that are bigger productions than many West End shows.

But brand recognition doesn’t have to cost an arm and a leg for those SMEs and bigger businesses. Promotional products are one of the key marketing tactics any business can use to build brand recognition, even on a small budget and within tight deadlines.

Brandwatch revealed the results of a British Promotional Merchandise Association study which showed:

• 66% of participants claimed they could recall the brand on a promotional product received in the past 12 months

• The ROI on promotional products is better than radio and outdoor advertising, and is equal to TV and print

• 79% would be likely to reorder with a company that provided them with a promotional gift

• Most participants (87%) kept a promotional item for longer than a year!

• About half (56%) said their impression of the company improved after receiving a branded promotional gift

So, for a speedy and efficient way to gain brand recognition, promotional merchandise is one worth consideration.



2019 Consumer Superbrands – the Top 10, Superbrands.

The Power of Promotional Products for Brand Recognition, Brandwatch.