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

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

• mental availability refers to the probability that a buyer will notice, recognize and think of a brand in buying situations
• it is based on the memories associated with the brand
• Mental availability is about the ease of retrieving a brand from memory at the time of deciding what to buy
• It helps people in retrieving the brand when they out for buying things

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

• Reinforcing the existing memory or information that a consumer has in his/her memory
• The information is rehearsed by repeating the information over and over in our brain
• Then we retrieve this information whenever we are out for shopping