Nerd Alert: Brand Awareness vs Brand Salience

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how brand salience differs from simple awareness. They reveal why connecting your brand to multiple buying situations matters more than basic brand recognition or even brand love.

Topics covered:   

• [01:00] "Conceptualizing and Measuring Brand Salience"
• [02:15] The difference between awareness and salience
• [03:20] Why Disney masters multiple brand touchpoints
• [04:40] Brand attitude vs. buying behavior
• [05:30] How Coca-Cola builds salience through situational triggers
• [06:45] Using brand cues to improve mental availability 

 





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Resources: 
Romaniuk, Jenni, & Sharp, Byron. (2004). Conceptualizing and measuring brand salience. Marketing Theory, 4(4), 327-342. https://doi.org/10.1177/1470593104047643 
 
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