Posted in Marketing and Strategy Terms, Total Reads: 1375
Definition: Top Of Mind Awareness
Top-of-mind awareness is the brand that comes to mind first when an unprompted question about a category is asked to a customer. It is the percentage of customers who think of that particular brand first. It is a measure to see how well brands rank in the minds of customers. It is represented in percentage mostly.
During an experiment to measure top of mind awareness, the customers are shown series of advertisements or any other promotion and asked for the first brand that comes to their mind. They are asked these questions 30 days after the promotions are shown. The experiment is repeated for many customers and the percentage of people telling the different brands are noted down. From these percentages the awareness level of the brand can be calculated. It is also used to measure the effectiveness of the advertisement.
Companies try to build brand awareness through different channels and try to increase brand equity. Brand awareness can be created by using TVCs, online marketing tools, print media, OOH etc
When the top of mind awareness is high for the brand, the customers will ask for that brand in the shop. If they are given choices too, they will select this brand. Sometimes the product category will be defined by the brand. Eg Dettol, Maggi