Brand salience is the degree to which your brand is thought about or noticed when a customer is in a buying situation. Top of mind awareness is when people think of you first to fulfill their product or service needs. Attitude stands for a general and lasting positive, neutral or negative evaluation of a person, object, institution or event. The top of mind awareness just focus on the first brand recalled, it is narrow definition and the brand attitude more focus on evaluation of the brand than quantity and quality of the memory structures. The brand salience is the memory of brand and its linkage to other important memory structures. Brand salience can retrieval in buying situations, therefore, the brand can be considered in a buying situation. Moreover, brand salience can like the brand to product cues, thus, the brand can be considered as an option from the category. Furthermore, brand salience can be associated with lots of cues, therefore, it can increase the brand consumers. All in all, building the brand salience can increase the number of consumers who will think of brand and the number of times they think the brand in buying situations, in order to increase the brand profit.
Then, why it is important to look at salience for brand users separately?
The buyers notice things that are relevant themselves like things they frequently used, therefore, users of brand more likely to recall exposure to advertising than non-users. Brand users always pay more attention for brand salience than non-users. They notice more salience and cues for brand and these saliences are the reason attracts them to purchase. Therefore, focus on salience for brand users separately can help marketers understand the cues that buyers use when they make a buying decision better. Then the brand can provide more suitable salience which consumers think of the brand when they are in the buying situation.
So, how brand salience can be built and enhanced? What are the appropriate marketing strategies for building brand salience?
There are three important things for brand salience measure: the brand should include a range of cues which can be used to think of brands, the brand should measure retrieval with their competitors not just as an independent brand and the brand should focus on retrieval not just on the evaluations of a brand. Therefore, the brand could focus on defining and communicating different cues for the brand and increase the quantity and quality of executional memory structures.
The appropriate marketing strategies for building brand salience is to focus on link a large range of cues to the brand rather than focus on a particular cue for the brand. The more cues can increase consumers purchase chance in the buying situations.
