What is brand recall?

• A. Brand recall is the ability of consumers to remember a brand unaided.
• B. Brand recall is the act of a brand being purchased frequently.
• C. Brand recall is how well a brand is recognized on a logo.
• D. Brand recall is the total number of brand mentions in media.

Answer: (A)

Brand recall is the ability of consumers to remember a brand unaided, meaning they can retrieve the brand name from memory without any prompts. This shows how strong the brand is in the consumer’s mind and how likely it is to come to mind during a purchase decision without cues. It differs from recognition, which is remembering a brand when you see its logo or packaging. The other descriptions refer to how often a brand is purchased, or to recognizing a brand when seen, or to how much media exposure there is—none of which capture the unaided memory aspect that brand recall measures.