Your Marketing Director believes that it is more important to measure
attitudes and not brand salience. Define brand salience and compare
the concept with attitude. Discuss the advantage of measuring brand
salience and explain why it is so important to build brand salience.
What patterns do you see in Table 3 relating to brand salience? Does
Nando’s perform as expected within the whole sample and within its
customer base?
Table 3: Awareness & Salience Metrics
Brand Top of Mind
Awareness
Overall Brand
Awareness
Salience
(whole sample)
Salience
(users only)
McDonalds 41 89 38 45
KFC 18 78 21 43
Hungry Jacks 14 67 17 38
Subway 12 65 15 38
Nando’s 5.3 38 10 43
Average 18 67 20 41
6. What are the implications of these salience results for Nando’s in terms
of its marketing strategies? Discuss how brand salience can be built
and enhanced. Name 10 cues that you would expect to be included
into a Nando’s advertisement.
Section 3: Demographics & Segmentation
7. Look at the data in Tables 4-6. Is the customer profile of Nando’s
different to that of the competition? Why/ Why not?
Table 4: Demographics – Relationship status
Brand Single Couple Divorced/
Separated
Single
Deviations
Couple
Deviations
Divorced/
Separated
Deviations
Average
MAD
McDonalds 22 62 14 2.5 -3.2 0.7 2.2
KFC 17 68 14 -3.1 2.2 1.0 2.1
Hungry Jacks 16 65 18 -3.3 -0.9 4.2 2.8
Subway 20 68 9.2 0.0 2.8 -4.2 2.4
Nando’s 24 65 12 3.8 -0.9 -1.7 2.1
Average 20 66 13 2.5 2.0 2.4 2.3
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