Mental Availability

Mental Availability refers to a brand's ability to remain present in the minds of customers. When it is easily recalled from memory, it is considered to have strong mental availability, regardless of the context. In contrast to brand salience, mental availability focuses on ensuring that the brand remains relevant in a wide range of situations and associations. Jenni Romaniuk, Research Professor of Marketing and Deputy Director (International) at the Ehrenberg-Bass Institute for Marketing Science, described and formulated this concept in her book “Better Brand Health”, co-authored with Byron Sharp, the author of influential marketing books.