- Brand Identity Salience Achieving The Right Brand Identity Involves Creating Brand Salience Brand Salience Relates To 1 (141.71 KiB) Viewed 17 times
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Brand Identity - Salience Achieving the right brand identity involves creating brand salience. Brand salience relates to aspects of customer awareness of the brand. Formally, brand awareness refers to customers' ability to recall and recognize a brand. Brand awareness also involves linking the brand-brand name, logo, symbol, and so forth—to certain associations in memory. In particular, building brand awareness involves making sure that customers understand the product or service category in which the brand competes. There must be clear links to other products or services sold under the brand name. Salience provides three important functions: First, salience influences the formation and strength of brand associations that make up the brand image and gives the brand meaning. Second, creating a high level of brand salience in terms of category identification influences the likelihood that the brand will be in consideration to buy or not seriously. Brand salience is also important during possible consumption settings in terms of maximizing potential usage. Third, when customers have "low involvement" with a product category, they may make choices based on brand salience alone. Brand awareness can be distinguished in terms of two key dimensions—depth and breadth. Depth of brand awareness refers to how easily customers can recall or recognize the brand. Breadth of brand awareness refers to the range of purchase and consumption situations in which the brand comes to mind. With many brands, the key question is not whether customers can recall the brand, but rather, where do they think of the brand, when do they think of the brand, and how easily and often do they think of the brand? In particular, many brands and products are ignored or forgotten in possible usage situations. Read the full article: Source: Cocacolabranding. 2016. Brand Identity - Salience. Coca Cola Emotional Branding Strategy, 2 September Retrieved from https://cocacolabranding.wordpress.com/ ... -salience/ Retrieved on 5 November 2021