Woody Allen once said that “80 percent of success is just showing up .” Unfortunately, at purchase decision time, the vast majority of brands never show up at all. Getting consumers to “think” about your brand more often, and in more buying situations, is one of the most under-rated marketing challenges that brands face today.
Brand Salience — What is It?
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.
Moment of Truth – Does Your Brand Have Salience ?
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.
What Drives Brand Salience
This all sounds very simple. But there really is some science behind it. Jenni Romaniuk and Byron Sharp of the Ehrenberg-Bass Institute for Marketing Science have done research into Brand Salience, and the findings are surprisingly simple, yet counter-intuitive, for Marketers. Brand Salience is a function of the quantity and quality of the consumers memory structures. Brand Salience is the step before consideration–is your brand even “thought of” before the consumer considers a brand or brands and makes a final purchase decision? Or is it mentally screened-out, like the majority of brands?
Source: Derrick Daye