How to build brand salience

This article looks at how brands intending to influence the behaviour of potential consumers must learn to understand the fundamentals of improving brand salience.

Salience is the quality of being noticeable or prominent in the mind – exactly what every brand owner wants, especially at the time when buyers are about to make buying decisions and when markets are more competitive than ever. If a brand is not salient, or prominent in the mind when buyers are about to buy, it won't be bought. It's that simple. Being salient is as important to brand owners as almost anything else that marketers can do for brands.

We deem what's salient to be important, and what's important has a big influence on our thoughts and behaviour...

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