Definition: Brand Salience was historically considered synonymous with 'unaided recall', the brand being ‘top of mind’ (mentioned first) when the product category is used to cue retrieval from memory.
More recently, it is seen as a brand’s propensity to be noticed or come to mind in buying situations. Brand salience reflects the quantity (number) and quality (strength) of the network of memory structures buyers hold about the brands (Jenni Romaniuk and Byron Sharp (2004): Conceptualizing and Measuring Brand Salience).
More on brand management: Audio Branding, Brand Asset Valuator, Brand Equity, Brand Equity Model, Brand Identity, more...
You may also like:
Full-time MBA, Executive MBA, Executive Education, Online MBA.
MBA Brief offers concise, yet precise definitions of concepts, methods and models as taught in a study Master of Business Administration.
We like to keep things short, and provide links to learn more about your subject.
© 2023 MBA Brief - Last updated: 24-9-2023 - Privacy | Terms