No marketer wants their brand message to be out of sight and out of mind. But with multiple media platforms and so many upstart brands crowding alongside old, established ones, what elements work best to ensure successful brand recall? And how important is recall as a factor in a brand’s success? Though brand recall is deemed to be one of the most important factors influencing buying decisions, recall alone is not enough for brands to soar. Marketers need to ensure that there is a strong linkage between the advertisement and the brand, so that consumers can connect to the specific brand of a product, rather than the generic product category. The importance of brand recall A high brand recall would indicate that the product is easily recognizable. It is more than about recalling the name. It is about connecting the name with the message. For instance, one would relate Disney with “fun, family entertainment”, Nike with “authentic athletic performance”, and Starbucks wit