Methods and apparatuses for identifying an image based on Embedded Media Marker (EMM) identification. A hierarchal comparison including a first coarse comparison and a second refining comparison is used. The first coarse comparison compares an image with an EMM to images in a database at a low resolution. The results are fed to the second refining comparison, which conducts a comparison at a higher resolution than the first coarse comparison. By utilizing this hierarchical comparison approach, it is possible to identify the image with fewer false positives.