The ability of consumers to recognize and remember a brand without any prompts. Effective advertising and branding campaigns should lead to better recall, influencing purchase decisions.
(Number of people who recall the brand unprompted / Total surveyed) x 100
If 400 out of 1000 surveyed individuals recall a brand without prompting, the brand recall is 40%.
To measure how many respondents can remember a brand without any prompting after being exposed to it, after exposing the respondents to a brand (e.g., showing a commercial, advertisement, or discussing the product category), you'd wait for a specific period. Then, you'd ask them about the brands they remember from the exposure without giving any hints or options.