Brand Salience is the degree to which your brand is thought about or noticed when a customer is in a buying situation. Strong brands have high Brand Salience and weak brands have little or none. This helps explain to some degree why big brands are big and small brands are small: if no one thinks about you at the moment of buying truth, your brand is going to be relegated to the dustbin of small and unnoticed brands.
Brand Salience is not Top of the Mind (TOM) Awareness
Brand Salience IS NOT the same thing as top of mind awareness. Top of mind awareness is simply what brands come to mind when consumers are asked to recall brands within a category. Brand Salience is different. Why? Because it is what brands come to mind when consumers are in a purchase situation. More specifically, Brand Salience is the memory of your brand and its linkage to other important memory structures. The buying situation ”mindfulness” and linkage to memory structures is what differentiates Brand Salience from top of mind awareness.
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