Recognitions reflect familiarity gained from past exposure. Recognition does not necessarily involve remembering where the brand was encountered before why it differs from other brands or even what the brands product class is. It is simply remembering that there was a past exposure to the brand. When consumers see a brand and remember that they have seen it before they realize that the company is spending money to support the brand. Since it is generally believed that companies will not spend money on products consumers take their recognition as a signal that the brand is good.
Many companies, especially while introducing a new product in the market find that sales cannot be sustained without constant advertising. Sales charts always show a meteoric rise post-advertising burst. Companies often rerun advertisement on different channels over the year to sustain the brand awareness and ensure that the consumers are exposed to the brand.