{"id":3875,"date":"2021-05-19T11:15:40","date_gmt":"2021-05-19T10:15:40","guid":{"rendered":"https:\/\/employerbrandacademy.com\/old\/?p=3875"},"modified":"2023-03-16T20:11:37","modified_gmt":"2023-03-16T20:11:37","slug":"mental-and-physical-availability-in-employer-branding","status":"publish","type":"post","link":"https:\/\/employerbrandacademy.com\/old\/mental-and-physical-availability-in-employer-branding\/","title":{"rendered":"Mental and physical availability in employer branding"},"content":{"rendered":"

One of the key points mentioned by Prof. Byron Sharp -director of the world’s largest marketing research centre Ehrenberg-Bass Institute and marketing professor- in his co-authored book “How Brands Grow” is mental and physical availability.<\/span><\/p>\n

Physical availability<\/strong> refers to how easy it is for category buyers to find and buy your brand, and this availability is a product of Presence, Prominence and Relevance<\/span><\/p>\n

Mental availability<\/strong> is the propensity for the brand to is considered in purchasing situations. For this to happen, category buyers must first be exposed to your brand and coded it in a way to keep it in their minds. For this, you need to make your brand famous and distinctive and build associations between your brand with the reasons and occasions for category purchase.<\/span><\/p>\n

Let’s consider this in terms of employer brand management<\/span><\/p>\n

In one of my previous posts, I talked about the AIDA model in employer branding<\/a>, an abbreviation for Attention \/ Awareness, Interest, Desire and Action.<\/span><\/p>\n