A brand recall strategy is a plan of action designed to enhance advanced levels of awareness in consumers. Many specific tactics can be added to the plan, but overarching strategic components will include content creation, data collection, and partnership opportunities.
Brand recall is one of two forms of awareness. Aided brand awareness occurs when a shopper is browsing the aisles in the store and recognizes your company when they see the label.
Who are you targeting? What are their pain points? What do your buyers have in common? CRM software can help you track a person’s engagement with your enterprise across all channels so you can move from short-lived single-serving interactions to sustainable relationship building. In physical stores, you can install beacons or in-store sensors to understand how shoppers are experiencing your brand.
In simple terms, brand recall is a qualitative measure of the consumer’s ability to remember the name of a brand. It is a component of brand awareness which measures the spontaneous recall of the brand from memory when the customer is prompted by the product category.
It plays a significant role in facilitating repeat purchases. A positive brand recall ensures behavioural, cognitive and emotional loyalty of consumers towards its existing and potential products and services.
Brand managers can ascertain the effectiveness of the branding strategies deployed for a company by measuring brand recall with this formula –
It is important to identify and eliminate all the potential reputation risks that may undermine the hard-earned reputation of a brand. While a brand recall is a boon, it may act as a bane if negative recollection takes place in the minds of consumers.
An aesthetically pleasing logo triggers a positive recall about a company’s brand. It serves as a great hedge, in case the name of the brand is forgotten, by crystallizing the brand’s profile.
The employees, the customers and strategic partners should be used as brand ambassadors of the company and their story of growth with the company must reach out to the audience. This realistic connect will ensure a greater Brand recall for customers.
One of the most effective ways to draw attention and enhance brand recall is developing an unforgettable tagline. A tagline should be such which points towards the benefits of a product while parallelly conveying the Brand Purpose.
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.
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. Also when a brand is out of the market and then it reappears, if you previously had a nice experience you are most probably going to purchase it again.
By this we mean that if the customer can remember the brand 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.
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 customer can remember the brand with out having it previously mentioned, then the brand has a high impact on the customer and he recalls the brand very well.
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.
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 recall”.
When i talk of shoes, you will probably think of Adidas, Reebok or Nike, wherever you are. This is one of the best example of brand recall.