The Brand Recall Index: a metric for assessing value

Purpose – In this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment. Design/methodology/approach – Two quasi‐experimental timed surveys were conducted to assess the robustness of the Brand Recall Index (BRI). Findings – Findings demonstrate assessment potential of the BRI. Research limitations/implications – The study demonstrates the viability of BRI as a managerial measure; however, it does not necessarily demonstrate downstream nomological validity. Future research could address the influence of changing mindshare, as uncovered by BRI, on market share for a brand. Practical implications – Ongoing assessment of BRI will enable brand managers to track a brand's evolving mindshare in identified segments and allow them to take corrective action. Originality/value – This paper develops an easily implementable index to measure brand value–an intangible yet critical asset for any firm.