Focus on measuring brand salience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 07, 2021, 5:37 PM GMT+0

Brand salience is the marketing KPI that tells how well people recognise, notice or think about the brand while making purchase decisions.

Studies show presenting brand consistency across all platforms can increase revenues by up to 23%. Consistent brands are also 3.5 times more likely to have excellent brand visibility than those with inconsistent branding. Additionally, 82% of investors say name recognition plays a crucial role in guiding them in their investment decisions.

Brand salience focuses on measuring awareness during the actual purchase decision and not the overall brand visibility. It is not a mathematical metric. So, marketers should conduct surveys and focus groups, ask people whether they recall or notice their brand relative to competitors.

Brands salience model can also help marketers measure its impact. To boost brand salience, marketers should promote values and positive storytelling, add an emotional factor, and create meaningful and authentic campaigns.

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