What is Top of Mind?
Top of mind is the first brand a person recalls when thinking about a category. It is studied through defined questions and samples; it does not automatically equate to preference or purchase.
The main advantage for companies that have managed to reach consumers’ minds is that their message reaches the target audience more easily, and sometimes they only need to do branding work to survive. reference. The popularity of some of these brands is so great that we use their names to refer directly to the product.
This is the case, for example, with Coca-Cola, Kleenex, or Rimmel. Companies have to make a great effort to differentiate themselves from the competition and achieve the number one position in mind. Moreover, it is not a lifelong status, so once you reach the top, it is much harder, if not more so, to work to survive.
In some cases, the concept has become a metric, measured as the percentage of consumers for whom the brand is a reference in their mind.
