It also seems, unsurprisingly, that many tech brands are best known by those in the capital. Our study found that Greater London scored highest for definitive recognition among all UK regions for logos such as Skype, Google+, Flickr and LinkedIn. The research also looked at the 'instant recognisability' of other symbols that UK shoppers might come into contact with on a daily basis. It found that 36.3 per cent of shoppers knew what a QR code looked like and 69.4 per cent recognised a barcode.In addition, shoppers were asked if they recognised certain retail/product brands from their logos alone: 96.9 per cent identified McDonalds and 76 per cent knew the Pepsi logo, while 39.5 per cent identified Fairtrade. However, only 9.6 per cent identified the Amazon symbol and 5.1 per cent (rising to 6.7 per cent among women) correctly identified Waitrose from its logo.Given that technology companies live and die by the strength of their brand, particularly in hard-fought sectors such as mobile and social media, our research suggests that several brands still have a way to go to be instantly recognisable to the UK man or woman in the street.Admittedly, it’s rare that a shopper will see only a logo with no other clue to which brand is involved, but a recognisable symbol can help underline brand credentials and allow shoppers to identify something when they only have a moment for it to catch their eye. And in today’s cutthroat retail environment, whether on the high street or online, a moment is often all you get.Mike Nicholson, head of planning at OgilvyAction
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