What can a brand do to add a new positive salient belief?

To add a new positive salient belief about a brand, introducing a new product attribute is a highly effective strategy. When a brand adds or emphasizes a new feature or quality of a product, it provides consumers with additional information that can positively influence their perceptions and beliefs about the brand. This approach allows consumers to form new associations, which can enhance their overall attitude toward the product.

By focusing on a new product attribute, a brand can differentiate itself from competitors and potentially improve customer satisfaction. This is particularly powerful if the new attribute addresses a specific need or desire that consumers have expressed. In this way, it not only adds to the brand's perceived value but also builds a more robust connection with consumers who prioritize that particular feature.

While increasing promotional activities, changing product packaging, and enhancing customer service can also positively influence consumer perceptions, they do not directly add new beliefs about the product itself. Promotional activities may raise awareness but don't change the attributes of the product. Altering packaging can improve aesthetics or convenience but does not inherently alter consumer beliefs about the product's functionality or quality. Improving customer service enhances the overall customer experience but does not directly introduce new attributes of the product. Thus, introducing a new product attribute is the most effective approach to generate a new salient belief.