Brand salience

$q,$

is how often and how easily customers think of the brand under various purchase or consumption situations $q,$

describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs

is customers' emotional responses and reactions with respect to the brand

is how well the product or service meets customers' functional needs

describes the relationship customers have with the brand and the extent to which they feel they're $"$in sync$"$ with it