Mental Presence

Our brains have "inclinations with as little effort as possible by creating coherence and causality of activated ideas in associative memory". That mental real estate is established primarily with advertising.

"The degree to which a given brand comes to minds in the context of a particular purchase occasion or consumption occasion." — William Moran via Brand building in a digital age, Old thinking for new times

Achieved via Advertising. Sometimes referred to as "salience"

"Salience… is the degree to which a given brand comes to minds in the context of a particular purchase occasion or consumption occasion.” — William Moran via Brand building in a digital age, Old thinking for new times

"Salience – being remembered at critical decision-making moments, so another word for mental availability – contributes almost nothing to Pricing Power." — Can marketers affect consumer sensitivity to price changes?

"Category Entry Points (CEPs) are the cues that category buyers use to access their memories when faced with a buying situation and can include any internal cues (e.g., motives, emotions) and external cues (e.g., location, time of day) that affect any buying situation... The fewer the CEPs that a customer links to a brand/company, the greater the likelihood of switching from that brand/company for an insurance product held... In this category, for each additional CEP a customer has linked to the brand in memory, probability of defection lowers by 5%... Importantly for acquisition, the number of CEPs also increases the likelihood that
your brand will be the one selected when a company switches" — Category Entry Points in a B2B World

"People tend to have opinions about the brands they buy, and not think or know much about the brands they don't use... People have attitudes and more knowledge about brands they buy (i.e. behavior is a powerful driver of attitudes)." — Byron Sharp, How Brands Grow

As an argument for ESOV: "Something that psychologists have known for decades: familiarity breeds liking. Usage also breeds familiarity and brand knowledge; this in turn breeds liking" — Byron Sharp, How Brands Grow

"We try to bring our attitudes in line with our behavior. Since brands aren't very important to us, brand buying tends to have a strong effect on our rather weak attitudes—we like what we buy" — Byron Sharp, How Brands Grow

"Purchases affect brand image more than brand image affects sales" — How Not to Plan

"Exposing people to any ad for a brand, even just the brand's logo, will increase propensity to choose that brand. No matter what it says" — How Not to Plan