Brand name recognition is important to every business because it means a quality, a standard, and a consistency that the customer can consistently expect. Brand name recognition allows you to sell the entire product line of your company, not just one product. It allows the audience to see your company – to know your company and relate in a personal and meaningful way. Brand name recognition is an ongoing process that requires constant attention and diligence. A brand manager can take the necessary time to highlight specific qualities about your company that are desirable. Brand name recognition allows the customer to feel confident with the product and a desire to do business with your company as well as tell everyone about it.