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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?

3) What brand information do we store in our memories? How does this information relate to cues in terms of brand retrieval?

Think about a brand. What attributes about this brand can you retrieve from your memory? Write down a list.

a. And the other way round... What comes to your memory when you think about...

Something to cool me down...

Something indulgent...

Something to cheer me up...

b. After this exercise, discuss why it is so important for every brand to increase mental availability?

Marketing Management, Management Studies

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