Brand Salience - Definition, Factors & Example
What is Brand Salience?
Brand Salience is the degree to which a brand is appears in the consideration set of a customer when he or she is in process of buying a product. Brand Salience is a psychological phenomenon which helps during the buying decision of a customer, based on a perception made in the brain over a period of time.
Brand Salience Factors & Example
Brand Salience depends upon quantity and quality of engagement with the brand. These are further explained below :
1.Quantity
The more memory structures the brand is linked to, the more salient the brand–i.e. the more likely it is to be thought of during a buying situation.
Example One will think of McDonalds when one is thinking about getting a meal for 5$ and one might also think of McDonalds when one is thinking of having some fast-food.
2.Quality
It is a function of the strength of the association and the attribute relevance.
Example Because one has seen so many Happy prize menu starting at 10$ advertisements the linkage to McDonalds is very strong. If this value is important and relevant to a consumer because she is on a budget, this further increases Brand Salience.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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