Brand salience is how readily a brand comes to mind in a buying situation. Unlike simple name recognition, it can vary by context.
The demo changes the buying cue and the first recalled fictional brand changes with it. In practice, measure unaided recall for cues that actually start a customer's buying process.
Leading in one situation does not imply strength in all situations. Examine the breadth of memory connections.
When to use
Use when awareness is high but the brand is not recalled at the moment of purchase.