The Guinness World Records Brand
As the bestselling copyright book of all time, Guinness World Records needs no introduction to anyone in the Western Hemisphere; in fact, we are more than just a recognizable brand, we are a household word, and a symbol of brand excellence. With unprompted brand recognition at 99.8% in English-speaking countries, we are well and truly embedded in popular culture and consciousness.
But it’s not just the Guinness World Records name that people know. It’s the brand values they understand as well. Guinness World Records has the rare distinction of having a brand perception which actually is all things to all people. Kids love Guinness World Records as an entertainment form; adults love it – and trust it – as a source of information and authority. Parents and grandparents alike happily give it to their children to stimulate the imagination, to build a love of books and reading, to activate their interest in the world around them, and to divert them from television and the internet. A certificate from Guinness World Records is a badge of honour some people strive for their entire lives. It represents accomplishment, excellence and achievement. We don’t acknowledge second best.
Businesses recognize the strength of the Guinness World Records brand as well. There’s no clearer way to send a message of excellence and market strength to consumers than showing them your company, your products, and your services are the best in the market.