What is brand salience and how Public Relations enforce it?
by The Yellow Coin PR Agency in DelhiEvery business, today, is trying to
become a brand that people instantly recall and prefer whenever it comes to buy
a particular product. For instance, if you have to buy a pretty casual skirt,
the first brand that would come to your mind would be “Zara” or “Forever21”.
So, you would go to any of these stores and buy the dress driving revenue for
the brand. Such is the power of brand salience.
Understanding Brand Salience
Brand salience is usually the term we
use for brand’s propensity to be recalled whenever something related to it
crosses the consumer’s mind. Similar to brand
awareness, consumers remember the brand, know it completely (or partially),
and can easily recall when prompted. But, the effect of brand recall is what
makes brand salience different from brand awareness. In simple words, brand
awareness determines how many consumers remember or know the brand either for
positive (or negative) reasons. And brand salience is all about how many
consumers know, recall, and prefer a particular brand over the rest. To what
extent consumers likely to purchase products of a particular brand is what
brand salience finds out.
The author of “How Brands Grow: What
Marketers Don’t Know,” Byron Sharp, puts rightly the concern of brands as
“creating memorable and consistent brand assets that trigger an instinctive
response when they’re seen or heard at critical purchase moments—in other
words, they should focus on brand salience.”
How to create brand salience?
Such brand salience can be efficiently
enforced through public relations because public relations practitioners
create, enhance, and consistently improve brand’s image amongst pals using
media. Since no arena is left untouched by the media, consumers are always
profoundly immersed in media and technology. Public relations companies reach
the right audience who are in the process of making a buying decision and
influence their behavior using the positive attributes of the brand.
Here’s how:
1.
Positions brand in a competitive market
Public relations agencies position a
brand and its products on the minds of target consumers. How a brand wants to
portray itself in the eyes of consumers, in which category of products or
services a brand wants to be strongly identified, what makes the brand distinct
and worth recalling etc., is all that public relations manage operating on
earned media. Newspaper articles, press releases, and brand profiles are the
primary modes of operation which helps establish brand salience.
2.
Build relationships with customers
PR bridges the gap between a brand,
consumers, and journalists. The PR strategies mainly focus on communicating
well with the global audience in local ways so that the brand values, ideas,
and ethics can be highlighted. When consumers know the complete inside-story of
the brand for all good reasons, they remember, recall and favor the brand.
Therefore, PR acts as a relationship-builder for the brands working with the
goal of achieving brand salience.
3.
Create Brand Awareness
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Created on Apr 23rd 2018 06:13. Viewed 402 times.