Consumer brand recognition is an incredibly important aspect of marketing for a company. This creates consumer awareness, making the consumer more likely to choose a brand name that they know and that has a good reputation. Brands that dominate in that field in North America are Kleenex and Band-Aid, and in England, there is Hoover. These are not products, they are brands of tissue paper, bandages and vacuums, respectively. I always thought that this could only be positive thing for a company and yield positive results, but after reading another blog post written by Lara Hon, I have realized that this is not always the case. The brand name can get lost as the all-ecompassing product. People no longer think to buy Kleenex brand, when they say that they are going to buy Kleenex. They mean that they are going to buy tissues, without a specific brand in mind. The blog mentions how Band-Aid is trying to get their brand name back by advertising their brand as Band-Aid Brand, rather than just Band-Aid. A company has to make sure that it is differentiating its brand from the product type and also other brands that make the same product in order to entice consumers to choose its brand when purchasing said product.
