Brand recall according to Wikipedia (2011) requires unaided recall and aided recall. Unaided recall is when a in a market research, respondents are asked to name some brands from any product category while aided awareness or recall is when a list of brands are shown to respondents and the express familiarity with it.
For extreme brand exposure, unaided recall in relation to a company’s competitor is very important. The brand, which is recalled first, is referred to as the top-of-mind awareness. Brands with top of mind awareness have an edge over other brands when a purchase decision is being taken by the consumer and companies can gain competitive advantage because of it (Brand awareness, 2011). To test the brand recognition, logos and taglines can be used for instance Nike’s ‘just do it’ represents a higher level of brand recognition (Brand awareness, 2011)
品牌回忆根据维基百科（2011）需要独立的召回和辅助回忆。独立的回忆是当在一个市场调查，受访者被要求说出一些品牌的任何产品类别而辅助意识或回忆是当一个品牌列表显示的对象和它的表达熟悉。
极端的品牌曝光的，独立的召回在关系到一个公司的竞争对手是很重要的。品牌，这是回忆第一，被称为顶部的精神意识。最高的精神意识的品牌有优势超过其他品牌购买决策是由消费者和企业能够获得竞争优势，因为它（品牌意识，2011）。要测试的品牌识别，标识和标语可以用例如耐克的’做’是一个高水平的品牌识别（品牌意识，2011）
