Brand recognition is the initial phase of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. When customers experience brand recognition, they are triggered by either a visual or verbal cue. For example, when looking to satisfy a category need such as toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, he/she may remember being introduced to the brand before. This would be classified as brand recognition, as the customer can retrieve the particular memory node that referred to the brand, once given a cue. Often, this form of brand awareness assists customers in choosing one brand over another when faced with a low-involvement purchasing decision.