How Brand Recall Works: What Is Brand Recall?

Brand recall, also known as unaided recall or spontaneous recall, is the capacity consumers have to remember brand names with little prompting. Strong brand recall can translate to valuable brand equity, where a famous brand name leads to increased market share because they're at the top of customers’ minds.

Marketers can measure brand recall using surveys that ask respondents to name all the companies they know within a certain industry. The first brand name that comes to mind has the most significant brand recall. Survey respondents might also be asked to remember which brand is associated with a specific sales pitch. If customers can recall the correct brand, it’s a sign the company's marketing efforts have paid off.

Brand recall is one component of brand awareness, which is the overall knowledge of a company name as well as its product category, brand values, and sales pitches. Achieving brand recall in consumers' minds gives a company a competitive advantage in the marketplace for a few different reasons.

• Brand recall inspires word-of-mouth referrals. When friends ask each other for recommendations, some might advocate for the first brand that pops into their heads. Being top of mind in a customer's brain might be all it takes to get that key referral.
• Brand recall can lead to long-term brand loyalty. In addition to introducing new customers to new products, branding strategies seek to create a long-term customer base. Brands that stay top-of-mind have a better shot at obtaining return customers.
• Strong brand recall suggests effective marketing. If you have strong brand recall with your target audience, it suggests your company's marketing strategy is hitting the right notes. Marketers strive for careful brand management, where the customer's image of a brand matches up with the intended image for the brand. A well-managed brand and strong brand identity have a better chance of promoting rapid brand recall.

Compared to brand recall, brand recognition is a lesser form of connection with a customer.

• Brand recognition: Brand recognition means a customer might not be able to name the brand unprompted, but if they were asked about the brand directly, they might have some familiarity with the products or services. Respondents to a survey testing brand recognition may be asked to pick the brands they know out of a list of brand names in a product category. This type of brand awareness is also known as aided brand recall.
• Brand recall: Brand recall involves customers being able to name the brand and explain what it offers with minimal prompting. A survey testing brand recall might ask the respondent to name all the specific brands they know within a category. The first brands that come to mind have the strongest brand recall with that respondent. This ability is also known as unaided brand recall.

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