As well as brand salience, it is also important to have insight into the functional (i.e. product performance-related) and emotional qualities of your brand. How does your brand perform in the eyes of the consumer, and what do consumers think about your brand?
To increase your brand's added value, you need to actively control both its functional qualities (performance) and its emotional characteristics (imagery).
Please get in touch with us if you want to learn more and we will be happy to help.