Brand recall plays a crucial role in getting more customers to stick with your brand as well as to buy your brand repeatedly. When you as a customer buy a certain product, once the product is finished or deteriorated, instinctively you would like to purchase from the same brand, as the experience it has offered you was pleasant.
That is what brand managers call brand recall, a qualitative measure of how well a brand name is connected with a product type or class of products by consumers.
Often tested through surveys or interviews, brand recall is tested by asking participants questions such as “name as many car models as possible” or “can you explain what a Kleenex is?”
Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires “unaided brand recall”.
For example a respondent may be asked to recall the names of any cars he may know, or any cigarette brands he may know.
Table of Contents
What is Brand Recall?
Brand recall is the ability to remember a brand when you see it, hear it, or touch it. It’s an important part of brand recognition and loyalty, because it means that you’re able to recall the brand name when you need to make a decision about whether or not to buy from the company.
People with good and strong brand recall will be more likely to purchase from a company when they need something in that category again, because they’ve already been exposed to the brand and have a positive association with it.
People with bad brand recall will tend to look for alternatives, even if they’ve never tried those brands before—so having good percentage brand recall really helps businesses stay competitive in their industries!
Why is Brand Recall Significant?
Brand recall is important because it’s the first step in a customer’s journey. It’s what determines whether or not they stay with you as a brand, which means that even if someone buys one of your products and doesn’t come back, they’re still worth something.
If you can get customers to remember your brand, they’ll be more likely to return to you when they need more of what you provide. And if they don’t come back, there’s always the chance that they’ll tell their friends about the experience they had with your company—and those people will become potential customers!
Brand recall is also important because it’s a sign that you’re doing something right. When customers remember your brand identity and brand awareness, it means they’re connecting with what you have to offer and finding value in your products or services.
This can help keep you motivated to continue providing quality products and services for your customers!
How is Brand Recall Categorized?
Generally speaking, brand recall can be divided into two main categories, namely unaided and aided recall. In terms of aided brand recall, researchers measure the extent to which a brand name is remembered when the actual brand name is brought into discussion.
For example, one type of question can be “Do you remember BMW brand?”. Thus, in this example, the name of the brand is mentioned, enhancing the memory in the customer’s mind.
However, in order to remain competitive in today’s highly challenging business environment, managers are focusing more on unaided brand recall, as it would mean a competitive advantage against their rivals.
By this we mean that if the target audience can remember the brand personality with out having it previously mentioned, then the brand has a high impact on the customer and he recalls the brand very well.
A brand’s value is directly connected to its presence in the memory of consumers. Quite simply, if a customer remembers a brand, he is likely to buy that brand. If he doesn’t remember it, he will buy the one he remembers. Thus, for a brand, it is important to set itself in customers memory.
Brand Recall vs Brand Recognition
There are 2 ways to analyze whether a customer will choose a brand because of recall. These 2 ways include analyzing brand recognition and brand recall.
Recognition of brand can happen for example, when watching different movies where product placement has been used.
Once you notice the presence of a known product in one of the scenes, you recognize the brand and become aware of the brand immediately. Now when you are in the supermarket, your brain looks at the same brand and immediately takes a decision.
Brand recognition is how we we access information in our memory to identify a brand. It could also be negative: you recognize a terrible ice cream brand just by looking at the logo or by not having very good memories about it. Brand recognition highly influences the decision process of the customers, and the factor that helps in brand recognition include identity, packaging and advertising.
Brand recall is a a different thing compare to brand recognition, as it does not come from external incentive. Consider that your dog food is over and you need to buy a new one. Different brands are going to pop up in your mind.
That would be brand recall. However, without brand recognition, there can be no brand recall.
We usually recall brands when we think about some category and these brands come to mind. Therefore, this process is connected with our own memory and not from the environment from around us. The stronger the brand, the easier will be for the customers to recall it.
What Factors Affect Brand Recall?
Brand recall can be measured in a variety of ways, including the number of brands that are recalled from memory, how many alternative brands are recalled when prompted with a brand name, and how many times consumers repeat the company’s name when recalling it.
Several factors affect brand recall, including:
The number of advertisements consumers have seen for the brand. The more exposure consumers have had to a product or service, the more likely they are to remember it.
2. Emotional Connection
The consumer’s emotional connection with the product or service. If they have some sort of emotional attachment to something, they’re more likely to remember it.
3. Consumer’s Personality
The consumer’s personality type and their tendency towards visual processing or verbal processing.
For example, people who tend towards visual processing will be more likely to remember images and pictures than people who tend towards verbal processing will be able to recall words and phrases better than pictures or other images.
4. Attention Level
The consumer’s level of attention to detail and how much effort they put into processing the information.
If someone is very busy, they may not be able to pay as much attention to what you’re saying or showing them; however, if they’re interested in what you have to say, then they will likely pay closer attention.
How to Measure Brand Recall?
There are several ways to measure positive brand recall, including surveys, focus groups and tracking studies.
Brand recall survey are usually conducted by asking consumers to mention brands they’ve seen on television recently or in print ads.
However, this method can be time-consuming and expensive if you have a large number of brands to test for recall at one time.
2. Focus groups
Focus groups are conducted with small groups of people who are asked questions about their beliefs about products and services in general before being asked questions related specifically to your product or service (also known as “segmenting” your target market).
3. Tracking studies
With tracking studies, you can track which creating brand awareness efforts drive the most traffic to your website or other digital properties via Google Analytics or similar software platforms that track website traffic sources as well as offline events like trade shows where people gather together face-to-face for business purposes.
How to Improve Brand Recall?
Brand recall is the ability of customers to remember your brand and its products. Brand recall is significant because it’s a key factor in determining how many sales you make and how successful your business is.
To enhance brand recall, you can try these tactics:
- Tell customers about your company, what you do, and why it’s important for them to remember you. This could include sending emails or posting on social media, or even speaking directly with customers when they come into your store.
- Create a memorable name for your company or brand that makes people think of you when they see it or hear it.
- Use consistent branding across all channels so people can associate your name with other things they’ve seen/heard/tasted/smelled from your company before.
- Make sure each target audience has a positive experience with your company that leaves them wanting more; this will make them more likely to remember your name later on down the road!
- Find new ways to get people talking about your company, product or service to promote brand recall. You can do this by using social media, advertising in local newspapers and magazines, or even hosting an event.
Brand Recall Examples
Brand recall is the ability to remember a brand name when prompted, and it’s an important part of marketing.
When you are able to make your product stand out from the crowd, it’s easier to make sales. But how do you do that? Here are some brand recall strategies examples that can help your business grow.
- When i talk of shoes, you will probably think of Adidas, Reebok or Nike, wherever you are. This is one of the best examples of brand recall.
- When i talk of premium automobiles, you might think of Audi, Mercedes or BMW.
- When i talk premium clothing, then i am sure all of you must have a different brand in your mind because each person is different.
- If i ask you your favorite carbonated beverage, more then 50% will say Pepsi or Coca cola.
The above are brand recall examples of the real world which help us take decisions on a daily basis. Thus, for a company to have high brand recall and strong branding strategy, is the best blessing in terms of the turnover it can obtain due to this one single factor.
Liked this post? Check out the complete series on Branding