How do we measure Brand Salience?

Brand salience refers to the percentage of respondents who recall the brand spontaneously when thinking about the category or a specific buying situation.

To measure brand salience, we ask respondents a question such as, "Imagine that you want to buy a [product category], which brands come to mind?"

Respondents can provide multiple open-ended responses in 30 seconds.

The results display the percentage of respondents who listed your brand name compared to competitors. As with awareness, you can also track how your brand salience has changed over time.

Usually, when coding salience, we also account for typos. If the term is similar to the brand name, we include it in the brand recall, though each case is evaluated individually. However, if the client requires the brand name to be written perfectly, we do not count typos, and brand recall is considered only if there is a 100% match with the brand’s name.