The inability of consumers to link advertising executions with the correct brand name is a significant issue. The high propensity of television advertising to withhold the identity of the brand name until the end of executions may exacerbate the problem. It contradicts associational learning theory. Experiments were conducted to determine whether brand name placement influences the ability of consumers to link their advertising reactions to the brand name. Subjects either saw the brand name at the beginning of advertisements, the end of the advertisements or at both their beginning and end. The results support the premise that brand name identification should occur early in the advertising execution. Consumer reactions were most likely to 'stick' to the brand name when the advertisements began with a visual presentation of the brand name/logo.