Why Logo Recognition Matters for Brand Health

Kimberly Surico |
 12/27/19 |
4 min read

Why Logo Recognition Matters for Brand Health

Brands spend lots of time and money creating logos – and for good reason. They’re a powerful touch point that can keep a company top-of-mind with consumers. It’s part of the reason why tracking logos online is essential. It helps businesses monitor for brand health; see just how effective their imagery is ‘in the wild’; and, super importantly – capture copious amounts of competitor and consumer experience insight to inform strategy! Let’s see how all of that looks!

But first, how memorable is your logo – and how does it stack up against competitors? Social analytics allows you to find out.

It Takes One to Know One

Having the largest library of pre-trained logos in the social listening category, NetBase customers have immediate ready-to-use, out-of-the-box logo recognition. The typical time and cost associated with training for logos (that other social listening platforms require) has been eliminated here.

This is a good thing, as there’s no time to waste. Keeping your brand healthy requires immediate, ongoing attention.

Beyond having access to an extensive logo library, brands require recognition that’s flexible to return images that aren’t an exact match. Why would brands need to do that? Identifying trademark infringement, for one. And knowing if a competitor or detractor has modified or defaced brand logos on social media is important as well.

Or they could just be recreating your logo for fun – or as part of a study (as seen in the header image above). Knowing that your logo is included in a “recognizable logo” challenge itself can offer a brand something to riff off of. It may inspire creative campaigns or provide valuable insight around just how well that logo recognition is performing.

But let’s assume brands won’t find many logo contests. Instead, they’ll most likely see logos posted by consumers in both positive and negative contexts. It won’t necessarily, nor regularly, rise to the level of logo infringement, nor even ill intent. But it will provide valuable consumer insight if you can capture it. And how else can you accurately track potential and current influencers/sponsorship impact? You really can’t.

Capturing the Complete Picture with Logo Recognition

So, without it, your brand will have an incomplete picture of significantly impactful metrics, as well as a shoddy understanding of the true sentiment surrounding your brand.

capturing positive and negative logo recognition sentiment

Systems that are less flexible (read as: every other analytics tool) will deliver fewer logo matches, making this intel much more difficult, if not impossible, to find.

And there’s a competitive advantage to logo recognition as well. Brands can compare their efforts across brand health, customer care, PR, sponsorship, influencer and campaign effectiveness against competitors. Well, they can if they have precise insight. This is why enhanced precision recognition features are a game changer for brands!

Precision Logo Recognition

Image Analytics powered by next generation AI combines machine learning with deep learning and expert systems to offer the most accurate and deep image analytics. Brands can do so much with it, including reading image text to capture non-logo brand mentions. For example – you can see the term “Starbucks” appears in a post image but not in the post text:

reading image text to capture non-logo brand mentions

This is just another example of information you’d miss without Image Analytics logo capabilities in the mix. These information gaps would affect your customer experience – because you’re making decisions without all of the data available.

And that’s not all.

Partial, Hidden, Rotated Logos

Brands can detect partial, hidden, rotated, and even modified logos – and all while capturing up to five other indicated logos as well!

This way, brands can zero-in on only the logos they want to see. Comparing how a brand’s logo is mentioned alongside competitors and brand partners can open up a whole world of new insight.

For example, searching for Coke imagery that also has Starbucks logos, we set our precision filter to low:

precision filter for logo recognition


capturing partial logos


surfacing rotated logos


capturing modified logos

Managing your “visual brand” is super important – and requires very specific capabilities to capture these visual mentions. And to decipher the context behind these mentions.

But it’s not just about logos, obviously. There’s lots of other visual imagery that’s relevant to brand health that needs to be accounted for online. We have our overarching image analytics and photo concepts to help with that!

Advanced Image Analytics or Bust!

With more than three billion photos uploaded and shared on the internet each day, and visual content 40x more likely to get shared than text, it’s not just logos that brands need to monitor. They need to understand related Objects, Scenes and Emotions as well – and in context:

  • Objects shares things identified in post images, such as “person” or “sandwich/burger.”
  • Scenes displays places identified in post images, like a “soccer field” or “arena.”
  • And the Emotions view shares happiness, sadness, and neutral feelings expressed in post images.

These are all found in our Photo Concepts widget:

Photo Concepts widget

Our image analysis coverage includes Facebook, Twitter and Instagram – all social analytics tools should be capturing this insight as well. Be sure yours does, as some do not and there’s really no good reason for it. And then reach out so we can show you how powerful this capability can be for your brand’s promotional, brand health and competitive analyses efforts!

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