Brand recognition is the extent to which a consumer can correctly identify a particular product or service just by viewing the product or service's logo, tag line, packaging or advertising campaign. Brand recognition can also be triggered via an audio cue, such as a jingle or theme song associated with a brand.

Brand recognition requires the consumer to recall prior knowledge. To build brand recognition, an organization must repeatedly provide consumers with a consistent visual or auditory learning experience. Consider the case of television advertising. A brand who spends millions of dollars on a single television commercial during the Super Bowl may be forgotten weeks after the game. However, a brand which uses a Super Bowl commercial to reinforce a years-long advertising campaign will have higher brand recognition.

Brand recognition is developed by reach, frequency and consistency. A useful tactic in advertising is for a brand to develop a campaign around a concept or a character.