Consumers are more likely to select brands they are aware of or are familiar with.
BRAND SALIENCE – Brand Salience is the degree to which your brand is thought about or noticed when a customer is in a buying situation.
Advertising works through memories. Memory is the link between an advertisement and brand choice.
There can be months between the advertisement and when the potential customer is in a decision-making situation with a relevant opportunity to recall brand memories.
Therefore, advertising should work by refreshing memory structures that relate to what the brand actually does, what the brand name is, where and when it is used or a strong brand anchor (cues to the brand = building brand salience).
Big brands that have been successful for years have done so by being consistent rather than by frequently repositioning. Empirical evidence shows consumers are resistant to new ideas, but they are happy to be reminded of things, especially, if it is done in an entertaining way.
Brands grow by attracting an unusual number of customers for their brand size and maintaining normal level of defection.
In other words, growth comes through acquiring more customers not simply focusing on holding onto the existing customers.
To explore more ways to capture and engage your audience with effective advertising and strategy – contact us.