Question

1. What is mental availability (also referred to as brand salience) and how does it relate to buying situations?

2. Describe the process of a brand being stored into memory?

Answer 1

Mental availability refers to the probability that the customers recall, notice, or think about a brand at the time of purchasing. The more quantity structure related to the brand the more mental availability will be there and probability of the fina purchase of the customers will be there. For an example I say you search anything on internet, probability you will think about Google first. You may think another brand first as per your mental availability. It means the first brand which came into your mind has a strongest mental availability.

The availability of the product at each possible selling unit and advertising frequently makes the mental availability to the brand.

Here are some strategies for increasing the mental availability

• Get noticed- Plan accordingly so that you attract eyeballs.
• Create distinctive assets- Customers see thousands of brands and companies daily so it is not possible for them to remember each and every brand. Hence in order to increase the mental availability the company has to show it different than the others.
• Continuously reach potential buyers- Whenever the customer wants to buy the product make sure the company is able to provide the same at the purchasing unit. The right quantity at right place with right pricing should be available.
• Refresh brand-linked memories- Do not forget after making the mental availability. Keep the customer remember about the brand.
• And at last the company has to be consistent.