Brand salience
DefinitionBrand Strategy
Brand salience
The propensity of a brand to be noticed or thought of in buying situations. Salience is not general fame - it is whether the brand surfaces at the moment a category need arises. Often used interchangeably with mental availability.
Evidence from the library
Meaningful, Different and Salient each need a different amount of attentionPrinciple94% vs 6% salientPricing power comes overwhelmingly from meaningful difference rather than salienceStat"Advertising builds brands by building mental availability and positive affect, otherwise known as fame and popularity."QuoteSearching for a brand by name is a demand signal, not an exposure metricPrinciplesalience 4% and 3%Pricing power comes from meaningful difference, not from salienceStat
Source
Marketing Definitions
Jenni Romaniuk and Byron Sharp, Conceptualizing and Measuring Brand Salience (2004)
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand