BRAND: Brand recognition and attitude norms database.

Area of Science:

• Consumer Psychology
• Marketing Science
• Data Science

Background:

• Brand research has grown significantly, yet a comprehensive, free dataset of consumer responses to branding stimuli is lacking.
• Existing research lacks accessible, standardized data on consumer perceptions of brands and logos.

Purpose of the Study:

• To develop and validate the Brand Recognition and Attitude Norms Database (BRAND), a novel, free dataset.
• To provide a comprehensive resource for consumer responses to branding stimuli, including familiarity, liking, and memory.

Main Methods:

• Collected 244,400 raw data points from 2000 US consumers over two years (2020 and 2024).
• Aggregated data into 5,356 primary data points for over 500 brands and logos across 32 industries.
• Validated the dataset for reliability, face validity, external validity, robustness, cross-validity, and discriminant validity.

Main Results:

• The Brand Recognition and Attitude Norms Database (BRAND) offers a methodologically transparent and freely available resource.
• The dataset includes measures of brand familiarity, liking (attitudes), and memory (recognition).
• Data demonstrate strong validity and robustness across samples and time.

Conclusions:

• BRAND is the most extensive, free dataset of consumer responses to branding stimuli available.
• It facilitates hypothesis testing and stimulus selection in consumer behavior, psychology, economics, management, and marketing research.
• This database significantly aids research by providing reliable and accessible data on brand perception.