The recognition of a brand is essential to maintaining a loyal customer base.

Although there are a number of aspects that go into determining consumer loyalty, one of the most significant is brand familiarity. According to a number of studies, customers are more likely to remain faithful to a company if they are able to readily identify what the company stands for and have a favorable impression of their interactions with the company in the past, even before they have purchased anything from the company in person or online. When customers are familiar with their preferred brands—thanks to logos and slogans printed on everything from t-shirts worn at conferences and events ALL THE TIME—the mere sight of those symbols makes them want more—much more quickly than when they see other types of symbols. This makes it easier for customers to make snap decisions regarding their purchases.