The Effect of Brand Recall on Market Share

Brand Recall Drives Value Share

Brand recall is positively correlated with market share. The inclusion of the brand in the consumer’s choice set is generally accepted as the underlying causal mechanism driving this effect.

 That is why mental availability – as coined by Byron Sharp – is such an important driver of brand growth. Amongst other things, advertising can be leveraged to improve brand recall.

 

 

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Author

Pim is the co-founder of RGM Consulting and a core member of the global executive leadership team. In the leadership team he oversees: sales, research & knowledge development, marketing, and delivery.

Pim has extensive experience supporting leaderships teams across the globe, having worked on projects in Europe, Latin America, and Africa. Through his work, Pim has developed expertise in revenue growth management, business turnarounds, innovation management and marketing. Furthermore, he has deep expertise in the consumer goods industry.

Expertise

    • Revenue Growth Management
    • Business Strategy & Transformation
    • Business Turnaround
    • Innovation Management

Education

    • Master of Philosopy in Business Research (graduated cum laude)
    • Master in Business Administration (graduated cum laude)

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