For example in Malaysia, every instant noodle turns into Maggi. We say “Let’s go by Grab” when we want to share a carpool ride. Or when we want a friend to send us a message, we say “Whatsapp me later”.
These are called the verbification of a brand.
It’s when a brand become so recognizable & so dominant that its name becomes synonymous with the service or product it provides.
But achieving that level of recognition is super hard & rare.
If getting to the highest level of brand recognition can feel like a little bit too out of reach for you, there actually levels to it that you can achieve.
These are the 6 levels of brand recognition.
1/ Awareness
Initial awareness of the brand’s existence.
For example, the brand Nike. People could have heard of Nike for being the brand that makes sports shoes & apparel. It’s pretty straightforward. People remember your brand for what it sells or does.
2/ Association
Linking the brand with specific attributes. qualities, or values.
For example, the brand Apple. People would know Apple for it’s simple, sleek & beautifully designed devices paired with innovative technology. People remember your brand for how it looks or functions.
3/ Preference
Choosing the brand over competitors based on perceived superiority.
For example, the brand Coca-Cola. People would pick Coca-Cola over Pepsi simply by how they taste which can be very subjective. People remember your brand based on their own preference or perception.
4/ Loyalty
Repeatedly selecting the brand due to a strong attachment.
For example, the brand Starbucks. People who are loyal to Starbucks keeps going to their cafes because of the coffee, vibe & atmosphere that they like so much. People remember your brand because they feel attached.
5/ Advocacy
Actively promoting & recommending the brand to others.
For example, the brand Tesla. People who owns a Tesla are the biggest fans & advocator for Tesla & their commitment to sustainability & innovation of electric vehicles. People remember your brand through advocacy.
6/ Verbification
Achieving the status of being commonly used as a verb in everyday language.
For example, the brand Google. People who wants to ask something from someone would say, “Can you Google something for me real quick”. People remember your brand because of how greatly synonymous it is to what they’re doing.
This level of brand status is super rare.
But that doesn’t mean you should not strive for it. By showing up everyday, you would get more awareness for your brand & eventually become more recognizable.