Brand salience must be a strategic objective
Posted by Michelle Tustin on August 7th, 2009 at 1:22pm
The argument continues as to whether brand salience is top of mind awareness or more broadly the propensity of the brand to be noticed or thought of in buying situations. At Square Holes we believe salience is a measure of how big the brand is in the minds of customers. Specifically, this means that it is more than just a top of mind awareness measure. It is what is in the mind of the consumer, in both the number of brand associations and the strength of those associations.
Therefore a critical part of branding is to build and reinforce associations that customers hold about the brand. The greater and stronger the associations among customers, the more likely the brand will be purchased. Similarly, building associations among non-customers is essential to breaking into customers’ consideration set of brands in a buying situation. A key focus of a marketing strategy is the physical availability and accessibility of a brand, we believe the mental availability and accessibility is just a crucial.
This requires advertising agencies, communication strategists and consumer insight specialists to see the same strategic need for building brand salience. A recent example of building brand salience is the advertising of Bendigo Bank. Bendigo Bank is clearly looking to do more than create recall of the brand, they are aiming to build and strengthen the brands association with attributes including Community, Growth and Understanding You. Just take a look at this recent ad to see for yourself:
Brand salience is an asset, one worth building, nurturing and tracking. It should be a key objective of any brand plan or rebranding strategy.
Posted in Branding, Marketing Strategy
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Posted by Brand Salience – Why It Matters for Your Brand « Randall Beard’s Blog on February 22nd, 2010 at 8:11pm