What percentage of your target audience can recall hearing of your brand if you mention it? You need to know to help formulate the right approach and keep track of progress.
Strengths
Can help you determine the effectiveness of your communications to date
Can help you determine if there is a major or minor problem with the memorability of your brand.
Weaknesses
Brand recall figures can’t tell you the emotional values consumers are attaching to your brand.
Timing
Allow 1-12 weeks depending on your market and target audience.