Brand salience

브랜드 현저성

See how readily a brand comes to mind in buying situations.

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html
<div class="salience"><div class="cue" id="cue">WHEN I NEED A QUICK BREAK</div><div class="recall"><span>01</span><b id="first">NOVA</b><i></i></div><div class="others"><span>02 ARCO</span><span>03 LUMA</span></div><div class="tip">BUYING CUE → FIRST RECALL</div></div>
css
.salience{width:min(88%,490px);font-family:sans-serif}.cue{padding:clamp(7px,2vmin,15px);background:var(--fg);color:var(--bg);font:800 clamp(10px,max(2vmin,1vw),15px)/1.1 sans-serif;text-align:center}.recall{display:flex;gap:clamp(8px,2vmin,20px);align-items:center;margin:clamp(8px,2vmin,18px) 0;color:var(--accent)}.recall span{font:900 clamp(16px,4vmin,34px)/1 sans-serif}.recall b{font:900 clamp(30px,10vmin,90px)/.85 sans-serif;letter-spacing:-.08em;animation:pop .4s}.recall i{height:2px;flex:1;background:var(--accent)}.others{display:flex;justify-content:space-between;color:var(--muted);font:800 clamp(10px,max(2vmin,1vw),15px)/1 sans-serif}.tip{text-align:right;margin-top:9px;color:var(--muted);font:700 clamp(10px,max(1.4vmin,1vw),12px)/1 sans-serif}@keyframes pop{from{opacity:.25;transform:translateY(8px)}to{opacity:1;transform:none}}@media(min-width:700px){body>div{transform:scale(1.8)}}
js
const cues=[['WHEN I NEED A QUICK BREAK','NOVA'],['WHEN I NEED A GIFT','LUMA'],['WHEN I NEED TO FOCUS','ARCO']];let i=0;setInterval(()=>{i=(i+1)%cues.length;document.querySelector('#cue').textContent=cues[i][0];document.querySelector('#first').textContent=cues[i][1]},1500);

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.

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