Building brands through differentiated salience

This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

Building brands through differentiated salience

Per Spetz with Johan Snallfot, and Erik ThorsenLynxEye

Brand leaders, such as Samsung, Apple, Volvo and BMW, have differentiated salience - a combination of the perceived mental availability of a brand and its differentiation from other brands.

Brand salience - the mental availability of the brand in the mind of customers - is a central concept when describing how brands influence customer choice. However, the recent surge of literature on the topic of salience has on many occasions questioned the importance of relevant differentiation of brands, in favour of focusing solely on mental availability....

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