Salience Model

The Salience Model is a tool used in marketing and branding to categorize a company's different customers based on how they view the company—whether they see it as a trusted, familiar partner, or a new, unknown entity. It helps identify which customer groups are engaging deeply, which are aware but unsure, and which are unaware. By understanding these groups, companies can tailor their marketing strategies to strengthen relationships with key customers and attract new ones more effectively. Essentially, it’s about understanding the importance and perception of different customer segments to improve engagement and loyalty.