Prof. Byron Sharp wrote a blog post titled Mental availability is not awareness, brand salience is not awareness.

« A brand’s mental availability refers to the probability that a buyer will notice, recognize and/or think of a brand in buying situations.  It depends on the quality and quantity of memory structures related to the brand. »

« So this is much more than awareness… »

« A brand’s availability varies across situations, so higher mental availability means being easily noticed and/or thought of in many different buying situations… »

« And this means that advertising to refresh and build mental availability requires  more than merely reminding consumers that the brand exists… »

Sharp’s response to a commenter:

« Mental availability is the probability of the brand to be noticed, recognised and/or recalled in buying situations. Awareness metrics tap various bits of this (eg recall or recognition) but seldom cover the differences of different situations. Saliency usually refers to a specific situation (eg popcorn at the movies) or temporarily heightened mental availability (eg after ad exposure). »

Byron Sharp is the author of How Brands Grow.

 

 

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