BRAND AWARENESS/SALIENCE

Brand salience measurement is the assessment of the brands ability to be retrieved by customers in a purchase situation. The MSC uses valid and reliable measures of brand salience which have been directly linked to customer retention and acquisition. These findings are then used to make recommendations for strengthening brand salience.

In subscription markets (eg insurance, telecommunications) a further application of the brand salience measure is to identify vulnerable customers prior to defection. This can then be tracked over time to assess long term effectiveness of marketing activities.


For further information on any aspect of Brand Awareness and Salience Measurement, please click here.