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Dictionary by pitch.dog
Brand foundations & identity · Working

Brand salience

Also called: mental availability

ELI5

The ease and likelihood with which a brand comes to mind in relevant buying situations.

Used in conversation

“The brand brief needs a concrete definition of brand salience.”

Pitch context

You will see “Brand salience” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand foundations & identity.

Why it matters: It helps a reader interpret brand foundations & identity without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.