Many customers do not know who owns the pub they are drinking in, according to London brewer and pub company Fuller's.
As times have changed it has become harder to tell what pub company owns a particular outlet and with licensees often given responsibility for maintaining signage, standards have slipped and many signs are out of date, according to the brewer.
But Fuller's insists that it is important that customers are aware of a pub's ownership so that operators can build strong brands that customers associate with good service and quality offerings.
Last year, Fuller's said its tenanted estate invested £1m in capital improvement schemes, including external decorations and pub signage to a fifth of the estate.
The company is keen to make its pubs instantly recognisable and does not pass on responsibility for the maintenance of pub signage to its licensees.
"Our research shows that potential customers often make a decision to visit an outlet judging by its appearance. Good signage can make all the difference," the company's Mike Clist said.