Brand Salience

Posted in Marketing and Strategy Terms, Total Reads: 12063
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Definition: Brand Salience

Brand Salience is the degree to which a brand is considered or noticed when a customer is in a buying situation. It is the memory of a brand and its linkage to other important memory structures in a buying situation.


It is a function of:

a)    The Quantity of memory structures the brand is linked to :

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.

For e.g. One will think of McDonalds when one is thinking about getting a meal for Rs.25. and one might also think of McDonalds when one is thinking of having some fast-food.


b)    The Quality of memory structures :

It is a function of the strength of the association and the attribute relevance.

For e.g. Because one has seen so many Happy prize menu starting at Rs. 25 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.


By building the quantity and quality of memory structures, you maximize the number of consumers who will think of the brand and the number of times they think of it in various buying situations.


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