Brand Recognition VS Recall
Brand awareness refers to the strength of the brand’s presence in the consumer’s mind. It is measured by recognition and recall — however, these two instinctive responses are more than just remembering a brand.
- Brand recognition reflects familiarity gained from past exposure.
- Brand Recall is remembering the brand if the product is mentioned or described.
- High Recall — High recognition (A). Customers know about the brand and prefer it over the other when considering a purchase.
- Low Recall — High Recognition (B) Customers know about the brand, but it will not come to mind when considering a purchase.
- Low Recall — Low Recognition (C). Customers don’t know about the brand and it will not come to mind when considering a purchase
- High Recall — Low Recognition (D). Customers don’t know about the brand and but it will come to mind when considering a purchase.
Brand recall, as opposed to brand recognition, tends to indicate a stronger connection to a brand. For example, people tend to think of more brand names when prompted by a product than by a category online. We want consumers to think about our brand when they are thinking about purchasing an item.
High recall indicates a stronger brand position in the consumer’s mind. Awareness of Brand recall and recognition strategy could help support your promotional campaigns. Define the current position of your brand and starts moving to healthy and sustainable recall-recognition positioning.
