Brand Salience The term “brand salience” refers to a key performance indicator that shows how readily consumers think about or otherwise consider your brand when making a related purchase decision. Do they picture you, or does it seem more natural to buy from one of the other guys? High brand salience means people instinctively think of your products when they’re in the market for something similar. Low brand salience, on the other hand, can mean people either don’t know of your brand or haven’t been exposed to it enough for purchasing from you to be second nature. How Does Brand Salience Differ from Brand Awareness? Although brand