When I say Nike, you think… we’re pretty sure the image that came to mind was the iconic Nike swoosh. This is a prime example of brand salience. It sounds similar to brand awareness but they are different. Brand awareness focuses on measuring overall visibility during the entire customer journey. Salience is a measure of awareness during the actual purchasing decision.  The Nike swoosh might come to top of mind when you want a new pair of kicks. So, how do brands increase their salience?