ABSTRACT
This chapter looks at the issues surrounding brand stability and attempt to determine what factors make a brand a survivor, as well as strong and salient. The discussion begins with the Martha Stewart story about a brand in trouble and how it survived challenges to the integrity of its founder. The chapter looks at these characteristics in terms of how they contribute strength, stability, and saliency to great brands. It discusses the traditional rational or cognitive approach, the routine or habit approach, and the affective approach. What motivates that selection process is saliency or a salient feature tends to get selected and attended to more than other features that have less saliency for the perceiver. Internal saliency has to do with the relative accessibility of a brand representation in memory. External saliency entails the manifest presence of a brand in the surroundings of a consumer.
