What Is Brand Recall? Brand Recall In A Nutshell

Brand recall describes the degree to which a consumer will instantly remember a specific brand name after exposure to a communication effort. Brand recall is an aspect of brand awareness, a form of un-aided awareness that enables customers to build a positive perception with the brand, and build a loyal audience.

Understanding brand recall

In world markets characterized by extreme competition, there are few things more valuable to a business than the space it occupies at the front of a consumer’s mind.

Brand recall is an aspect of brand awareness, though the two terms are sometimes used interchangeably. There are two different types of brand awareness:

  1. Aided awareness – where the consumer remembers a company with the aid of a clue, and
  2. Un-aided awareness – where the consumer remembers a company in association with a particular industry or product. This is sometimes called top of mind awareness.

In essence, brand recall is a form of un-aided awareness that dictates how consumers think and feel about a specific brand. Brand recall strategies focus on creating positive associations between the company and the consumer, with the primary intention to build an audience of loyal customer advocates.

How is brand recall calculated?

Brand recall can simply be calculated as the percentage of individuals that can recollect a brand

To arrive at the brand recall value, the number of participants able to recall a brand is divided by the total number of participants in a study and multiplied by 100. As a general rule, any score above 50% is considered desirable.

Data is collected from surveys or focus groups with written questions – but some businesses may also choose to use visual or auditory cues.

How can businesses increase brand recall?

Most experts agree that a memorable brand has to be consistent, defined, and differentiated. To encapsulate these qualities, it is useful to write a brand manifesto that declares the views, intentions, and motives of the brand.

Then, it is a matter of following these guidelines:

The most effective logos are clean, simple, and evoke certain emotions. They must also be consistent in appearance across various channels.

Color consideration

Color is a core driver of brand recall, with different colors also responsible for evoking a wide gamut of emotions. The chosen color(s) should match the nature of the business. For example, consumers associate environmental companies with shades of green.

Create a memorable brand name

It stands to reason that the brand names consumers recall most often are short, simple, and easily spelled or pronounced. The holy grail for a business is when its brand name becomes a verb and enters everyday language. Examples include Uber, Google, Xerox, PayPal, and Photoshop.

Create a powerful unique selling proposition – what can the business offer the consumer that they can’t get anywhere else? Coca-Cola devotees understand that other companies offer comparable soda, but it is only Coca-Cola that they associate with fun and happy experiences they can share with friends.

Brand recall examples

While we cannot speak for everyone, there are a few brands in existence that are easily recalled by the majority of consumers. When an individual heads to the store to purchase soda, for example, there is a reasonable likelihood that Coca-Cola or Pepsi will be the brand they recall.

Here are some more examples:

  • Luxury vehicles – BMW, Mercedes, Rolls Royce, and Audi.
  • Technology – Apple, Google, and Samsung.
  • Sportswear – Nike, Under Armour, and Adidas.

Key takeaways:

  • Brand recall describes the degree to which a consumer will instantly remember a specific brand name after exposure to a communication effort.
  • Brand recall data is collected via surveys and focus groups with a range of written, auditory, and visual cues. Brand recall itself is expressed as a percentage, with any score above 50% considered desirable.
  • Businesses can increase brand recall by creating a memorable logo and brand name and ensuring their unique selling proposition is truly unique. They should also consider their colors carefully to ensure consumers make the right association with their brand

Types Of Marketing Connected To Brand Recall

Email Marketing

Email marketing leverages a set of tactics to build a stronger brand, drive traffic to your products, and build a solid funnel for converting leads into loyal customers. While email marketing isn’t new, it’s still one of the most effective marketing strategies to build a valuable business.

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Influencer Marketing

Influencer marketing involves the marketing of products or services that leverages the popularity, expertise, or reputation of an individual. Influencer marketing is often associated with those who have large social media followings, but popularity should not be confused with influence. Influence has the power to change consumer perceptions or get their audience to do something different.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

E-commerce Marketing

E-commerce marketing is part of the digital marketing landscape, and beyond, where e-commerce businesses can enhance their sales, distribution, and branding through targeted campaigns toward their desired audience, convert it into loyal customers which can potentially refer the brand to others. Usually, e-commerce businesses can kick off their digital marketing strategy by mastering a single channel then expand for a more integrated digital marketing strategy.

Buzz Marketing

Buzz marketing leverages the power of word-of-mouth advertising to create products or services with enough novelty that they go viral. In many cases, buzz marketing leverages on versatile content that can easily scale and be readapted to various contexts and fear of missing out (FOMO) to amplify the effect of word-of-mouth campaigns.

Shotgun Marketing

Shotgun Marketing
Shotgun marketing is a form of above-the-line (ATL) marketing, where popular mediums such as TV and radio are used to market to a mass audience. This technique of marketing targets as many consumers as possible. Also known as mass marketing, the technique attracts a large number of leads that, on average, might be of lower quality in nature.

Multichannel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Partnership Marketing

With partnership marketing, two or more companies team up to create marketing campaigns that help them grow organically with a mutual agreement, thus making it possible to reach shared business goals. Partnership marketing leverages time and resources of partners that help them expand their market.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

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