A-Z Popular Blog Branding Search »
Related Guides

What is Brand Recall?

 , updated on
Brand recall is the percentage of a target market who name your brand when prompted with a product category.


People are asked to name five brands for a product category. The brand recall for each named brand is calculated as:
brand recall = (named / total) x 100
The variable named is the number of people who name a brand. The variable total is the total number of people asked.


A group of randomly selected participants who have taken a domestic flight in Germany in the past two years are asked to name five airlines. A total of 187 people are asked. Of these, 184 name brand A and 123 name brand B.
recall brand A = (184/187)x100=98.4%
recall brand B = (123/187)x100=65.8%

Brand Recognition vs Brand Recall

Brand recognition is the percentage of people who can name your brand from its visual symbols. For example, naming a brand when shown its product packaging.
Brand recognition is important for evaluating the effectiveness of visual symbols and other elements of branding such as slogans. However, brand recall is considered a stronger indicator of brand equity.

Top of Mind vs Brand Recall

Top of mind is the percentage of people who name your brand first for a product category. This is based on the same data as brand recall but is considered a stronger indicator.
Overview: Brand Recall
The percentage of a target market who name your brand when prompted with a product category
Related Concepts


This is the complete list of articles we have written about branding.
Brand Architecture
Brand Attributes
Brand Authenticity
Brand Awareness
Brand Development
Brand Diffusion
Brand Equity
Brand Experience
Brand Extension
Brand Family
Brand Guidelines
Brand Identity
Brand Loyalty
Brand Management
Brand Metrics
Brand Objectives
Brand Perception
Brand Positioning
Brand Recognition
Brand Status
Brand Strategy
Brand Voice
Moment Of Truth
Product Line
Top Of Mind
Types Of Brand
Umbrella Brand
More ...
If you enjoyed this page, please consider bookmarking Simplicable.

Brand Metrics

A list of common brand metrics.

Brand Engagement

The common types of brand engagement.

Top Of Mind

A definition of top of mind, a common marketing metric.

Brand Awareness

An overview of brand awareness.

Brand Strategy Examples

A list of brand strategy examples.

Brand Management Examples

An overview of brand management with examples.

Brand Reputation

An overview of brand reputation.

Brand Perception

The common types of brand perception.

Brand Development

An overview of brand development with examples.

Marketing Metrics

A list of common ways to measure marketing results.

Business Metrics

A list of common business metrics.

Data-Driven Marketing

A definition of data-driven marketing with examples.

Customer Loyalty

The common types of loyal customer.


A definition of recency with examples for sales, marketing and advertising.

Active Users

The common types of active user metric.

Active Customer

An overview of active customers as a marketing metric.

Marketing Benchmarks

The definition of marketing benchmark with examples.

Cost Per Lead

The formula for cost per lead with calculation examples.

Marketing Efficiency

An overview of marketing efficiency with calculation examples.
The most popular articles on Simplicable in the past day.

New Articles

Recent posts or updates on Simplicable.
Site Map