Brand recall is critical in attracting more people to stick with the brand and buy it again and again. When you buy a product as a customer, once it is finished or deteriorated, you naturally choose to buy from the same company because the service it provided you was good. Often, if a company is out of business and later reappears, if you already had a positive experience with it, you are likely to buy it again.
That is what brand managers refer to as brand recall, a qualitative measure of how much people associate a brand name with a product category or class of goods. Brand recall is often checked by polls or interviews by asking participants questions such as "name as many car models as you can," etc.
Brand recall, as opposed to brand recognition, is the degree to which a brand name is remembered as a part of a brand, product, or service class. According to popular market research terminology, pure brand recall necessitates "unaided recall." For example, a respondent might be asked to remember the names of any vehicles or cigarette brands that he is familiar with.
How is brand recall classified?
In general, brand recall can be divided into two categories: unaided recall and aided recall. In terms of aided brand recall, researchers assess how much a brand name is recalled when the real brand name is mentioned. For example, one form of question might be, "Do you recall the BMW brand?" Thus, in this case, the brand's name is listed, improving the customer's memory.
The value of a brand is closely related to its recall in the minds of customers. Simply put, if a buyer remembers a brand, he is more likely to purchase the brand. If he can't recall it, he'll buy the one he does. As a result, it is important for a company to imprint itself in the minds of its customers.
Brand recall vs Brand recognition
Brand recognition may occur, for example, when watching various movies in which product placement has been used. When you notice the presence of a well-known product in one of the scenes, you instantly recognize the name and become aware of it. Now, when you go to the store, your mind perceives the same brand and makes an instant decision.
Brand recognition is the process by which we access information in our memories in order to recognize a brand. It may also be negative: you remember a bad ice cream company either from looking at the logo or that you don't have very good memories of it.
Brand recall differs from brand recognition in that it is not the product of an external reward. Consider that the dog food has run out, and you need to replace it. Your head would be filled with various brands. That is a case of brand recall. However, there can be no brand recall without brand recognition.
When we think of a category, we normally remember brands that come to mind. As a result, this process is linked to our own memories rather than the world surrounding us. The more powerful the brand, the easier it would be for consumers to remember it.
Examples of brand recall
- When you hear the words "premium cars," you might think of Audi, Mercedes, or BMW.
- If we ask you what your favourite carbonated beverage is, more than half would say Pepsi or Coca-Cola.
Thus, having a strong brand recall is the greatest blessing an organization can get in terms of the turnover it can achieve because of just one single factor.
We are sure you have gathered a basic understanding about Brand recall and it's importance in building long term reputation for your business.