Posted in Marketing and Strategy Terms, Total Reads: 3078
Definition: Brand Recall
Brand recall is the extent to which a brand is recalled with a product type or class of products by the consumers. Brand Recall is the degree or likelihood of instantly remembering the name of the brand if a product/service or any other kind of brand association comes up.
Brand Recall can be aided or un-aided. Unaided brand recall is where a person can recall or remember the name of the brand without any cue or hint. Aided brand recall on the other hand requires an external cue or hint of this recall. Lets understand more about them.
As per common market research pure brand recall requires "unaided recall". Unaided recall means that no help or aid is given to consumer to recall the brand. It was already in the mind of the consumer under a product category. For example when a respondent is asked to recall the names of any phone brands he may know, or any beer brands he may know & the brands which he is able to recall without any help will come under unaided recall.
The other one is "Aided recall" which tells you the level to which a brand name is recognized when the actual brand name is prompted. An example of such a question is "Are you aware of "Apple" brand?" In this case the Brand name is told to the respondent.
Importance of Brand Recall
To increase their brand exposure, companies want their brand to come under unaided recall in relation to their competitors. The first brand name which is recalled (often known as "top of mind") has a distinct advantage in brand space over others competitors, as it has the first chance of evaluation for purchase by the consumer. If a company has high brand recall, this would mean there are more chances that while buying the customer will remember it more often and would end up buying more of the brand. If this cycle continues, repeat purchases would be more. Hence Brand Recall is very important for a brand manager.