Brand Salience


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).



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