Brand recognition
Brand salience
The tendency for a brand to be noticed or remembered in buying situations. Its measurement depends on the cues used.
By Suman SharmaUpdated Editorial policy
In the Ehrenberg Bass Institute's account, brand salience concerns access to brand memories. Asking for the first supplier someone can name from a category gives one cue. Questions about a launch, a renewal or a change in business needs provide different cues. A useful assessment samples relevant situations and buyers. A single awareness percentage, a preference score or a team's impression of its own brand captures a different question.
Sources and further reading
How Branding Tatva uses it
Define the buying situations before writing a recall survey. Keep the questions and audience comparable between rounds, and report which situations the result covers. Discuss small samples as clues for further research.
Questions this term clarifies
- What makes a brand memorable?
- What are distinctive assets?
- How does consistency create memory?