Branding Statistics (2024): Awareness, Recognition & Trends

Highlights. Most American consumers (71%) buy from brands they trust; 46% of consumers will pay more for a brand name they trust.

65% of U.S. consumers feel emotionally connected to at least one brand or business; these connected consumers are worth 50% more than highly satisfied customers.
The most recognizable American brand is YouTube, but Disney is the brand users are most likely to express a personal connection with.
A brand takes as little as one-tenth of a second to make a first impression; it takes 5 to 7 impressions for consumers to remember a brand.
33% of businesses report that brand consistency helps them boost revenue by 20% or more.
36% of consumers prefer to buy from brands that prioritize social causes, diversity, and corporate social responsibility initiatives.

World’s Strongest Brands
Brand	Industry	Brand Index Score*
WeChat	Media	94.3
YouTube	Media	92.7
Google	Media	92.5
Marina Bay Sands	Leisure & Tourism	91.8
Wuliangye	Spirits	90.7
Deloitte	Commercial Services	90.6
Coca-Cola	Soft Drinks	90.4
Netflix	Media	90.2
Rolex	Apparel	90.2
Ferrari	Automobiles	90.0

*Brand Finance ranks brands based on several factors, including brand value, investments, and business performance, among other factors. This Brand Index Score measures the relative strength of a brand in the overall market.

Brand Awareness Statistics

WeChat has a Brand Finance Brand Index Score of 94.3, making it the world’s strongest and most recognizable brand.

41.7% of brands scoring the top rating for brand strength are American brands.
15% of new products consumers purchase are from well-known or popular brands.
59% of global shoppers prefer buying new products from familiar brands.
Consumers make 21% of new product purchases from brands they already support.
In developing markets, 68% of people prefer buying new products from familiar brands, compared to 57% in developed markets.
Brand recall is the most important factor influencing brand awareness, accounting for 38.7% of brand lift in emerging media.
Brand awareness is the primary goal of content distribution for 47% of companies.
95% of companies say video marketing has helped them create brand awareness.
43% of video marketers use brand awareness to measure the success of their content.
Podcast advertisements can help raise brand awareness by 13%.
Sponsored content can improve brand awareness by up to 10%.
81% of B2C marketers say content marketing helps them successfully achieve brand awareness.
The word “genericide” refers to when a brand name loses its distinctive identity because it becomes common for people to use it to refer to any similar product.

Top 10 Most Familiar Brands
Brand	Industry	Intimacy Score*
Disney	Media	68.1
Tesla	Automotive	67.5
Apple	Technology	65.3
Sony	Gaming	65.0
YouTube	Media	64.4
Mercedes	Automotive	64.0
Trader Joe’s	Consumer Goods	59.9
Netflix	Media	59.7
Sega	Gaming	59.2
Android	Technology	59.0

*The Brand Intimacy Model uses six markers (fulfillment, identity, enhancement, ritual, nostalgia, and indulgence) to measure the intensity of relationships between brands and engaged consumers.

Brand Connection Statistics

Consumers who develop a bond with a company are called “fully-connected” customers and are, on average, 50% more valuable than a highly satisfied customer.

Most Americans (77%) refer to common and household items using brand names (as opposed to generic terms).
62% of consumers have an emotional connection to the brands they buy from the most.
With a Brand Intimacy Score of 68.1, Disney is the top brand consumers emotionally connect to.
Consumers are most connected to media companies with an average Brand Intimacy Score of 51.6, 40.2% higher than the average for all industries.
Americans regard approximately one-third of brands as “go-to” brands that provide superior products with which they have an emotional connection.
The top emotion people feel when connected to a brand is interest at 72%.
91% of consumer connections with brands are positive.
Assurance of customer resonance is 31.5% more important for smaller companies than companies worth more than $100 million.

Bar Graph: Impact of Brand Consistency on Revenue by the % of organizations reporting growth according to Marq

Brand Trust Statistics

46% of consumers were willing to pay more for products from a brand name they trust in 2022, 53.3% more so than in 2021.

For 32% of consumers, trust is a prerequisite for purchasing from a brand.
61% of customers will recommend a brand they fully trust to others.
Today, 62% of consumers feel it’s more important to trust the brands they purchase from.
75% of consumers ages 18 to 34 consider brand trust more important than in the past; 8.7% more so than consumers aged 35 to 54.
Due to a lack of trust in the parent company, 40% of consumers have stopped buying from a brand they love.
71% of U.S. consumers are likely to buy again from brands they trust, compared to only 12% of distrusters.
63% of consumers pay particular attention to branding when purchasing a smartphone, the most of any goods.
53% of shoppers consider brands when purchasing clothing and shoes.
Only 18% of consumers are brand loyal when purchasing toys and baby products, the least of all purchasing categories.
96% of people say that excellent customer service builds their trust in a brand.
64% of consumers report having shared values helps create trusted relationships with brands.

Top 10 Global Brands by Value
Brand	Industry	Brand Value (in billions)
Apple	Tech	$516.6
Microsoft	Tech	$340.4
Google	Media	$333.4
Amazon	Retail	$299.3
Samsung	Tech	$99.4
Walmart	Retail	$96.8
TikTok	Media	$84.2
Facebook	Media	$75.7
Deutsche Telekom	Telecoms	$73.3
ICBC	Banking	$71.8

Brand Value Statistics

Apple is the world’s most valuable consumer brand; Microsoft is the most valuable business-to-business (B2B) brand.

27% of consumers will change to a brand whose values align better with theirs.
While 88% of customers expect brands to communicate their values clearly, only 50% think they actually do.
90% of Americans favor brands that prioritize well-being.
52.3% of U.S. consumers choose to buy from brands that support causes they care about.
According to 55% of consumers, brands need to better advocate for social issues.
Globally, 76% of consumers have punished a brand for doing something they disagreed with, which is 5.3% lower than in the U.S.
62% of consumers prefer to use brands that align with their values.
89% of U.S. consumers are more likely to support a brand earning a profit if it also positively impacts the world.
63% of individuals are more drawn to brands that emphasize making the world a better place.
38% of consumers say that reflecting societal values makes a brand more culturally relevant.
63% of consumers believe they have the power to make a brand change.
39% of consumers believe they can influence brands to use environmentally friendly materials.
Environmentally friendly brands drive 10% of new product purchases.

Bar Graph: Types of Branded Content by the % of marketers using each channel according to Zazzle Media

Branded Content Statistics

96% of marketing decision-makers find content marketing effective for their brand.

73% of B2C marketers use content marketing to appeal to customers.
34% of marketers use a type of brand lift study (a method of measuring consumer perception and behavior) to determine the success of their content marketing campaigns.
71% of audiences can recall the brand featured in branded content without prompting.
A combination of TV and digital advertising can increase brand recall by 33% compared to TV ads alone.
Branded websites are the second most trusted marketing channel, with 84% of consumers trusting this type of advertising.
Companies are primarily concerned with reaching audiences on crowded digital channels, as 26% of brands agree.
82% of companies believe personalization is one of the most effective ways to connect consumers to their brand.

Pie Chart: Why People Follow Brands on Social Media according to Buzzstream

Brand Loyalty Statistics

In 2022, 71% of consumers changed brands at least once.

79% of consumers are more loyal to brands with consistent communication across all company departments.
Consumers switch brands primarily to get a better deal or price at 72%, up 9.1% from 2022.
Better quality products from another company cause 55% of consumers to switch brands, down 5.2% from 2022.
56% of people are likelier to buy from a brand with a customer loyalty program.
55% of consumers would use loyalty programs more often if they could use them across multiple brands.
Big companies have a more difficult time with brand loyalty, with 16.7% of CMOs reporting challenges versus 12.8% for small businesses.
12.1% of online purchases include a brand the person had not bought from before.
In the packaged goods market, consumers say that only 4.3% of their in-store purchases involved a brand they had not bought before.

Bar Graph: Why Consumers Change Brands by the % of consumers who switched brands in the past year according to Salesforce

48% of people would immediately unfollow a brand on social media if it got bad press for poor customer service.

The most common reason people follow brands on social media is simply liking the brand, at 16%.
At 45%, excessive self-promotion is the top reason people unfollow brands on social media.
Shared interests drive 26% of people to follow brands on social media.
Only 4% of people follow brands on social media to give feedback.
Special offers or promotions motivate 15% of consumers to follow brands on social media.
50% of people limit their social media brand following to just one to four brands.
22% of consumers on social media follow over ten brands.
Only 3% of social media users do not follow any brand pages.
86% of brands struggle with identifying social media influencers that fit their brand’s personality and purpose.
With 38% of people preferring Facebook for following brands, it is the most favored platform for brand interaction.
68% of people prefer brands to post on Facebook once or twice daily, with the remaining preferring more posts.
74% of followers of small-to-medium-sized brands on Twitter follow to get updates on future products.
Users following a brand or having a positive interaction on Twitter results in 30% more recommendations for the business.
72% of Twitter brand followers are likelier to make a future purchase.
After following on Twitter, 85% of users feel more connected to a brand.

Bar Graph: Brand Trust Among age groups by % of consumers who value trust in brands more now than in the past according to Edelman

Branded Video Statistics

91% of consumers want to see online videos from brands in 2023, 7.1% more than in 2018.

71% of marketing videos made by companies are brand-focused.
Branded content is the most common type of video companies produce, with 53% of organizations investing in it.
83% of brands use video analytics to measure their videos’ performance effectiveness.
Brands that use advanced video metrics are more than twice as likely to report satisfaction with their videos than those that do not measure content effectiveness.
40% of organizations struggle with making professional videos that showcase their brand well.
A branded social video has compelled 64% of consumers to make a purchase.
80% of target audiences for branded content felt that the brand paired well with the content.

Pie Chart: The Importance of Brand Video Content by % of marketers agreeing according to Vidyard

Brand Purpose Statistics

There are 8 key attributes of a purposeful brand: fair treatment of employees, offering products or services needed by society, ethical business practices, support for social causes, creation of new job opportunities, a diverse and inclusive culture, issue advocacy, and strong values.

94% of consumers say that it’s essential for the companies they interact with to have a strong purpose.
37% of people believe that companies have a clear purpose or positive impact on the world.
When consumers believe in a brand’s purpose, 82% actively support it.
90% of consumers believe in supporting brands with a clear and strong purpose, even if they face public criticism.
78% of U.S. consumers have taken action when they believe in a brand’s purpose.
People are 4x more likely to purchase from a company with a compelling purpose.
A strong brand purpose makes consumers 6x more likely to continue supporting a brand during tough times.
Customers are 4.5x more likely to recommend a brand with a purpose to their friends and family.
Brands with a strong sense of purpose are 4.1x more likely to be trusted by consumers.
61% of shoppers say that it’s essential that a brand’s purpose inspires them.
81% of consumers believe that a company’s CEO, founder, or owner is responsible for driving brand purpose.

Grouped Bar Graph: Effects of Brands Committing to Issues by % of consumers more likely to buy and % of consumers less likely to buy according to Edelman

Brand Consistency Statistics

68% of organizations say that brand consistency has contributed at least 10% to their revenue growth.

Around 30% of companies have brand guidelines widely used and recognized throughout the organization.
23% of companies only create on-brand content, while 47% only create off-brand content a few times annually.
15% of companies have no brand guidelines.
14% of marketers believe creative automation helps maintain brand consistency.
In 2021, only 1% of marketers reported that branding could not be automated, 95.7% less than in 2020.
82% of organizations use templates to ensure brand consistency.
In 37% of businesses, only the design and creative team use brand templates.
16% of companies use templates across all teams for brand consistency.
Only 2% of organizations do not use any templates to manage their brand.
24% of brand content requests take 2 to 3 days to fulfill, while 32% of content requests take more than a week.

Pie Chart: Most Costley Elements of Brand Launch by % of CMOs who rank each factor as most expensive according to Lexicon Branding

Brand Logo Statistics

Approximately 95% of brands have symmetrical logos.

Consumers perceive companies with asymmetrical logos as 17% more exciting than brands with symmetrical logos.
9.3% of Chief Marketing Officers (CMOs) believe logo design is the most crucial marketing element when launching a new brand.
12.8% of CMOs of large companies believe logo design is most important, compared to only 5.6% of small companies.
94.6% of logos contain text; 76.2% use text and visual elements.
27.8% of logos incorporate a circular feature, while 26.2% are square.

Pie Chart: Brand Logo Designs by % with text and visual elements according to Eksposure

Brand Logo Colors

A consistent brand color pallet improves brand recognition by up to 80%.

35.2% of the most valuable brand logos use blue as the predominant color, making it the most popular logo color.
47.8% of all company logos use only one color; 39.4% use two colors.
Only 10.6% opt for black-and-white logos among the most valuable brands.
21.4% of brands use red in their logos, making red the third most popular color after black and blue.
Shoppers subconsciously judge a product within 90 seconds of viewing it. 62% to 90% of this assessment is based only on color.
In 1995, Qualitex successfully trademarked their green-gold dry cleaning pads, becoming the first brand to trademark a color shade.
Consumers form an opinion on a business’s products or services based on brand color within seconds.

Most Valuable Brand Statistics

Brand value is the total value of assets, such as names, terms, signs, symbols, logos, and designs that designate a brand.

U.S. brands account for 52.4% of the world’s brand value.
The Top 4 most valuable brands globally are all American, with a combined brand worth of $1.5 trillion.
Marketing spending accounts for 10% to 35% of a brand’s equity.
Apple’s brand value of $516.6 billion makes it the most valuable brand in the world.
17.1% of global brand value is attributed to technology brands, the highest of any industry.
The top retail brand in the U.S., Amazon, holds more than one-third of the industry’s brand value.
Google’s brand value of $333.4 billion makes it the most valuable media brand.

Most Valuable B2B Brands
Brand	Industry	B2B Brand Value (in billions)
Microsoft	Internet & Software	$137.5
Amazon	Retail	$70.6
State Grid China	Utilities	$58.8
Aramco	Oil & Gas	$45.2
ICBC	Banking	$42.70
Accenture	IT Services	$39.9
Oracle	Internet & Software	$39.6
Shell	Oil & Gas	$37.2
UnitedHealthCare	Healthcare Services	$37.1
Samsung Group	Conglomerates	$35.6

B2B Branding Statistics

25% of B2B marketing spending in 2023 was allocated to branding, 47.1% more than in 2020.

Microsoft is the most valuable B2B brand, with a B2B brand value of $137.5 billion, 72% of its total brand value.
The Top 100 most valuable B2B brands account for $2 trillion in brand value.
12% of B2B business value is brand value, a ratio that’s 29.4% less than B2C brands.
Amazon, the world’s most valuable brand, is the second most valuable B2B brand, with only 24% of its brand value coming from B2B services.
Deloitte is the strongest B2B brand with a Brand Strength Index score of 91.3 out of 100.
41% of the most valuable B2B brands are based in the U.S. for a combined B2B brand value of $973.2 billion.
Content marketing helps 83% of B2B companies create awareness for their brand.
86% of B2B brands use LinkedIn, the most of any social media channel.
According to 49% of B2B marketers, LinkedIn is the most effective social media platform.
26% of B2B companies use branded online communities to distribute content.
With 69% of marketers reporting, video content marketing was the top investment area for B2B content in 2022.
84% of B2B marketing event attendees have more favorable opinions about a brand being promoted after the event.
16% of B2B companies invest more money into long-term brand awareness than instant demand generation.

Grouped Bar Graph: Creating a New Brand Name (% of CMOs who consider these factors most important) including companies that are valued $100 million or smaller and those that are valued at more than $100 million according to Lexicon Branding

Brand Naming Statistics

18.7% of CMOs consider naming the most crucial element to success when bringing a new brand to market, the most of any marketing category.

At 19.4% of CMOs reporting, assurance that the new brand name will resonate with customers is the most common difficulty with naming.
The most challenging marketing aspect of introducing a new brand to the market is naming, according to 22.7% of marketers.
16.2% of CMOs believe that a new brand should be distinctive in the category, and another 16.2% find likability to be the most important.
Only 8.1% of CMOs consider it important for a new brand name to be an actual word.
Smaller companies consider a name that stands out in its category the most important, with 19.3% of CMOs agreeing.
18.3% of CMOs of larger companies believe that the most crucial aspect of a new brand name is its likability.
25% of small companies find naming the most essential element for marketing a new brand, compared to only 12.8% of large companies.
Small companies find language and localization 71.2% more challenging when creating a new brand name than large companies.
85% of CMOs predict product and company naming will be more difficult in the next five years.
53.3% of companies use internal brainstorming in their new product or initiative naming process.
84% of CMOs trust their brand name-testing methods.

Grouped Bar Graph: The Impact of an Employer's Brand on job seekers and non job seekers according to Career Ace

Brand Launch and Rebranding Statistics

The average rebranding process takes 12 to 18 months.

For most organizations, complete rebranding costs at least $40,000.
Paid advertising typically requires the most significant financial investment for launching a new brand, according to 29.3% of CMOs.
16% of CMOs say positioning is the most expensive aspect of launching a brand, the second highest category.
Public relations requires the greatest amount of time when bringing a new brand to market, according to 22.7% of CMOs.
25.6% of smaller companies find it difficult to launch new products or services that capture early share lead compared to 19.6% of larger companies.
74% of brands acquired by S&P 100 companies rebrand within the first seven years; 59% do so within the first year.

Global Trademark Applications 2021
Country	Applications (in thousands)	Change 2021 to 2022
China	7,514	-20.5%
United States	767	-14.7%
India	500	+2.4%
Turkey	486	+11.8%
European Union	449	-9.8%
Russian Federation	421	+6.4%
Brazil	404	+2.6%
Iran	364	-30.6%
United Kingdom	354	-21.5%
Japan	344	-5.6%

Brand Trademarks

There are 82.5 million active registered trademarks worldwide as of 2022.

There are over 836,000 trademarks registered by U.S. companies, 1.01% of the world’s total.
Global trademark offices received 15.5 million trademark applications in 2022.
In 2021, U.S. businesses filed over 767,000 trademark applications.
There were 9.4% more trademark applications in 2021 than in 2020.
48.3% of all trademarks filed in 2022 were through the WIPO office in China.
The U.S. office received only 4.9% of the world’s trademark filings.
Trademark applications at the U.S. office decreased by 14.7% between 2020 and 2021.
23.2% of U.S. trademark filings come from research and technology companies, the most of any industry.
Trademarks need to be renewed after the first 5 years, 10 years, and every 10 years after that.
Brands can renew trademarks indefinitely but must prove continuous use in commerce.
Up to 100% of CMOs believe that developing a brand name that stands out and can be trademarked is now more difficult than five years ago.

Bar Graph: Positive Personal Branding (% of employers who have hired after seeking these social media elements) according to CareerBuilder

Employer Brand Statistics

45% of workers have left a company because of a poor or diminishing employer brand.

With 47% of recruiters agreeing, social networks are the most effective channel for growing employer brands.
A strong Talent Brand Index score leads to a 43% reduction in recruitment costs for companies hiring on LinkedIn.
Companies with a strong talent brand grow 20% faster through hiring than other companies.
83% of employers believe their brand significantly affects their ability to hire exceptional talent.
Companies with a high Talent Brand Index score have a 31% higher LinkedIn InMail acceptance rate than those with a weak talent brand.
84% of active job seekers and 89% of passive job seekers consider employer brand and reputation before applying.
Half of job seekers use Facebook as the primary platform to research a company’s employer brand and reputation.
39% of employers share talent brand content beyond job posts on social media.
Employers that use social recruiting are 2.4 times more likely to share employer brand content beyond job posts.

Bar Graph: Global Strength of Brand Purpose by % of consumers who act when they believe in a brand's purpose according to Zeno Group

Personal Branding Statistics

44% of employers have hired a candidate based on positive personal branding content on their social media profiles.

30% of in-house job recruiters value a potential candidate’s online social presence.
Only 70% of recruiters consider previous job experience one of the most important factors when considering a candidate.
78% of recruiters use social media platforms to find suitable candidates.
Poor personal branding on social media profiles has caused 54% of employers to reject candidates.
69% of employers use search engines like Google to research job applicants.
57% of employers are less likely to offer an interview to a candidate if they cannot find information about them online.
34% of employers have found content online that caused them to reprimand or fire an employee.

These data and insights were compiled by the Capital One Shopping team based on publicly available data.

Branding Statistics