Published: January 15, 2022
Welcome to our comprehensive list of branding statistics! Before we jump into the facts and numbers that help businesses rise or fall, we need to clear out the basics first about branding and its importance.
Branding is a combination of distinctive design and marketing tactics used to promote a specific product or service.
As for its importance, branding is widely regarded as one of the key factors in any business’s success. It’s just as important for small business operations as it is for large conglomerates and multinational companies.
The Top Branding Statistics in 2022 and Beyond
- Coca-Cola spends an average of $4 billion on branding each year.
- 73% of consumers love a brand with friendly customer service.
- 65% of a company’s business comes from existing customers.
- 71% of consumers prefer to buy products or services from brands they know.
- Apple is the most valuable brand in the world in 2021.
- 33% of US consumers consider switching brands after only one instance of poor service
- Brands have spent over $200 million on logo design.
- Certain colors used in logo, web, and product design can boost brand recognition.
- 74% of people become loyal to brands through content.
- Companies with blogs get 67% more leads per month.
Branding Stats: How Much Do Big Companies Spend on Branding?
1. Netflix spent $1.45 billion on branding in 2020.
(Source: ET Brand Equity)
Although it may look like a massive amount, Netflix reduced its overall marketing expenditures for the past year.
It was a sound decision, as streaming became even more popular during the Coronavirus pandemic when people were forced to stay home. And what better way to spend than binge-watch shows on Netflix?
2. Coca-Cola spends an average of $4 billion on branding each year.
Exactly what is brand recognition? Coca-Cola is one of the companies that define this marketing method. Looking at the numbers between 2015–2020, we know that Coca-Cola spends an average of $4 billion every year on making its brand consistently recognizable to customers.
3. Brand differentiation statistics reveal that Pepsi spends an average of $2.4 billion on branding per year.
Even though this number is around 40% less than Coca-Cola’s spending, $2.4 billion is nothing to laugh at. It’s also worth noting that this is PepsiCo’s way of differentiating its brand from Coca-Cola, its all-time competitor.
4. Amazon spent close to $18.88 billion on branding and marketing in 2019.
Amazon is one of the biggest spenders when it comes to branding. The latest branding statistics reveal that the company budgeted close to $18.88 billion for branding and marketing at that time, making it one of the biggest global spenders.
And it’s all paying off. According to the latest e-commerce statistics, Amazon’s revenue grew from only $3.02 billion in 2007 to a massive $96.15 billion in 2020.
5. Alphabet Inc. spends $2.41 billion on branding.
(Source: Neil Patel)
Alphabet Inc. has been the parent company of Google since 2015. We can safely assume that Google is responsible for most of the building and advertising expenditures for their brands.
Brand Awareness Statistics for 2022
6. 73% of consumers prefer brands with friendly customer service.
Do you want your customers to recognize your brand even with their eyes closed? Ensure that you have a friendly customer service team that leaves a positive impact whenever they interact with your customers.
If possible, incorporate a live chat tool on your website since recent live chat statistics reveal that 71% of consumers prefer to get customer support via live chat.
7. A study on brand recognition statistics discovered that 91.3% of 6-year-olds could match Old Joe’s image with a picture of a cigarette in 1991.
(Source: JAMA Network)
The 1991 study also included 229 preschool children. It found that 30% of 3-year-olds associated Old Joe, the cartoon character used to promote Camel cigarettes, with a picture of a cigarette.
As we can see, just three years later, the number shoots up even higher—demonstrating just how early brand name recognition starts.
8. Choosing the right color can improve brand recognition by up to 80%.
Different colors impact people differently. Using certain colors in a logo, product, ad, or web design can improve brand recognition by as much as 80%, data shows. You can read more on the use of colors among top brands later on.
9. 5–7 brand impressions are necessary for a consumer to remember a brand.
(Source: Pam Moore)
An average customer/consumer needs to interact with a brand 5–7 times before they’ll remember it. In most cases, these interactions come from social media ads. However, one’s first impression of a brand forms much more quickly.
10. It takes an average of 10 seconds for consumers to form an opinion of a company.
Statistics about first impressions show that every second count when it comes to making a good impression. This is why startups will often choose to dedicate a big chunk of their budget to branding. After all, a well-designed logo and website can play a big role in impressing a new customer.
Moreover, as much as 97% of consumers will look at customer reviews before purchase, further influencing their opinion.
Design Statistics: The Logo
11. Startups spend $50–$50,000 on their logo.
Whether it’s hiring freelance designers or hiring a professional design firm, startups spend up to $50,000 on their first logo. For most of them, this amount represents half of their total disposable funds.
12. Around 67% of small businesses spend up to $500 on their logo.
(Source: Logo Design Guru)
Almost 3/4 of all small businesses have a budget of $500 or less dedicated to their new logo design. Online marketing statistics reveal that just 18% of small businesses are willing to spend up to $1,000.
13. Brands have spent over $200 million on logo design.
(Source: Business Insider)
One would expect large companies to spend millions of dollars and countless hours creating their new logo—and for most of them, this statement is true.
However, some giants, such as Coca-Cola and Google, didn’t have to spend a dime. Coca-Cola’s name and logo were created by a bookkeeper, while Google got its signature brand presentation from a co-founder.
14. Twitter’s logo cost $15, and Nike’s cost $35.
(Source: Business Insider)
Twitter and Nike also got away cheaply when it came to logo expenditure. The first company bought its logo for $15 on iStockphoto, while the second one paid $35 to a college student in need of art supplies.
15. The BBC spent $1.8 million to redesign its logo.
(Source: Business Insider)
On the other side of the logo payment spectrum, we have the BBC. Branding stats and figures show that they paid $1.8 million in 1997 for a logo redesign that basically added boxes around the letters.
16. BP spent $211 million on a new logo.
(Source: Business Insider)
British Petroleum was probably the biggest spender when it comes to logo design. In 2008, the company spent $211 million on the new logo as part of a rebranding effort.
17. Of the top 100 brands, 95 use just one or two colors in their logo.
The impact branding and design have on a business is sometimes best displayed through simplicity; 95% of the world’s top brands have decided to keep things simple and use just one or two colors in their logo.
Additional data shows that 33% of these brands use the color blue in their logo, while 29% use red.
18. When it comes to website design and branding, 93% of the top 100 brands use logos designed to be recognizable in small sizes.
This shows a strong majority of leading brands focus on creating easily discernible logos, even in small sizes.
19. 67% of the top 100 brands use horizontal logos.
67% of the top brands in the world have opted to use horizontal lettering in their logos. Vertical logos have become a big design no-no, as they appear outdated and can cause negative branding.
20. The average logo lasts for 10 years.
(Source: Logo Design Guru)
There are many companies out there that have reached the point where their logo is their most valuable asset—because it’s instantly recognizable. Even so, the majority of business logos have a lifetime of 10 years.
Brand Loyalty Statistics
21. 65% of a company’s business comes from existing customers.
(Source: Small Business Trends)
Repeat customers are the foundation of nearly every industry. With 65% of all business coming from them, companies must do everything in their power to retain every ounce of brand loyalty they can. Optimizing a website for mobile devices is one such thing, as 57% of users won’t refer anyone to websites that are not optimized for mobile.
22. Branding statistics show that 71% of consumers prefer products and services from brands they know.
(Source: Global Banking and Finance)
They further confirmed that it was very or somewhat important that they can recognize a brand before they purchase a product or service. Indeed, loyalty equals value.
23. 86% of customers are willing to pay more for a premium customer experience.
If you own an emotive brand, you know that consumer satisfaction leads to brand loyalty. Most are even willing to pay more, not because of the product, but for the excellent service they receive. Therefore, a great customer experience means better business.
24. Around 74% of people become loyal to brands through content.
One of many benefits of branding is that people get hooked to your website or social media content if they find it relevant and helpful, which increases their loyalty to your brand. On top of that, recent SEO stats confirm that high-quality content and links are the best way to rank well on Google.
25. Around 33% of US consumers consider switching brands after only one instance of poor service, according to brand trust statistics.
Brand loyalty goes out the window with poor service, as evident from the fact that nearly half of customers considers switching to a different brand after only one instance of poor customer experience.
Moreover, over 50% of Americans wouldn’t make their planned purchase because of bad service. Evidently, poor service can ruin a company’s brand authority.
Bonus: The Most Interesting Branding Statistics for 2022
26. US brands lose $62 billion a year due to poor customer experience.
American brands miss out on selling tons of products due to bad customer relations. The transfer of revenue among companies is at an alarming rate, all because of poor customer service. US businesses must begin to realize that customers have a significant impact on their business’ success.
27. Apple is the most valuable brand in the world in 2021.
Apple welcomed the year with a bang. It has recently been identified by Statista’s personal branding statistics for 2021 as the brand with the highest value worldwide, about $263.4 billion to be precise.
Unlike brand equity, brand value refers to the implication that a brand’s owner can generate more money because of his popularity.
28. As much as 91.9% of US marketers are expected to use social media in 2021.
Social media marketing has been regarded as one of the most effective brand-building methods for over a decade. That said, employer branding statistics for 2021 show that 91.9% of US marketers working for companies with over 100 employees use social media.
Bloggers, too, are fond of social media. The latest blogging statistics show that 94% of them rank social media channels as the top blog promotion tool.
29. Around 74% of people avoid advertisements.
(Source: Startup Bonsai)
Interestingly, although brands spend a fortune on advertisements, the branding statistics reveal most people will do anything to avoid them. Some even pay for streaming services to avoid their favorite brand’s ads.
30. As much as 47% of people who follow brands on Twitter are more likely to visit their website.
Speaking of social media, nearly half of people who follow brands on Twitter show higher chances of visiting the company’s website. This tells us that social media, website design, and branding are meant to be taken seriously—with professionals in charge of these tasks.
31. 64% of consumers decide to buy a product or a service after seeing a branded social video.
(Source: Omnicore / Kontentino)
Around 64% of consumers will buy a product after seeing a video on social media. This proves that the benefits of branding and extending brand awareness via social media are basically endless.
While we’re on the topic of social videos, here’s a fun fact – they generate 1,200% more shares than text and image content combined.
32. 42% of B2B marketers find that content marketing is effective.
(Source: Neil Patel)
Nearly half of all B2B marketers choose to advertise their brand through content rather than paying for ads in magazines, newspapers, and other old-school mediums. According to B2B branding statistics, content marketing can bring dramatic results for your brand when done correctly.
33. Around 86% of consumers say authenticity is a significant factor in supporting a brand.
A visual content production company called Stackla surveyed over 2,000 respondents in the US, the UK, and Australia. They discovered that companies producing trustworthy branded content attract more followers.
In fact, the stats about brand voice indicate that 86% of consumers say authenticity is the main reason they start following a brand.
34. Blogs produce 67% more leads per month.
Companies that maintain blogs to distribute branded content produce 67% more monthly leads than businesses that haven’t started a blog yet. A brand’s success also depends on its blogs’ social presence.
35. Purpose-driven brands outperform the stock market by 120%.
If your brand presentation resonates with purpose, you’re guaranteed to outperform the stock market by 120%. Building your brand’s purpose into your campaigns connects you to your customers in a multitude of ways.
Branding in the world of social media and the internet can be a tricky thing. Unfortunately, not many business owners are aware of the potential benefits it could bring their company—not to mention the potential damage it could cause if managed improperly.
With all that in mind, we hope this list of branding statistics and facts has demonstrated that you should exploit all of the benefits branding offers.
- ET Brand Equity
- Neil Patel
- JAMA Network
- Pam Moore
- Logo Design Guru
- Business Insider
- Small Business Trends
- Global Banking and Finance
- Startup Bonsai
- Neil Patel