Which brand first comes to mind when you think of the following product categories?
- Soft drinks
- Sports shoes
- Fast food restaurants
Brands that you thought of first are what we call “top of mind” – a concept that denotes the consumers’ awareness of brands within a particular industry or product category. But why is it important to be top of mind in consumers’ perception?
These are some of the benefits:
The position of the brand in the consciousness and memory of your consumers influences their purchasing decisions. If it’s easier for a consumer to remember your brand, they are more likely to choose it when shopping. Also, brands that are top of mind are often the market leaders in that product category.
On the other hand, if you’re a brand owner and also a top of mind in the perception of your consumer, you don’t have to invest a lot of marketing effort when it comes to brand awareness campaign
How do you know if your brand is top of mind in the perception of your customers?
At Promosapiens, we use specialized software for testing consumers’ preferences. This software uses a scientifically based method* which is further enhanced by measuring the reaction time.
By using an open-ended question, we can find out which brand is at the “top” of the consumers’ memory, and by using a multiple-choice question, we can find out which brand the respondent prefers when they’re shown several different brands at the same time. By measuring the time it takes them to respond, we can find out how confident the respondent is in their answer.
What do the test results look like?
According to the graphical presentation of the results, we see that Brand 1 is dominant in its product category. Brands 3 and 4 are behind Brand 1 by an average of 60 percentage points, however they are fighting for second place. On the other hand, Brand 2, 5, and 6 aren’t even mentioned, so they aren’t shown in the graph.
Back to the title question – in which “mental drawer” do your consumers put your brand in? If you’d like to know the answer to this question, contact us.
Because if you’re not “top of mind,” then you’re probably “tip of tongue.”
*Hsu. M (2020) Value of memory and being top of mind. Neuromarketing World Forum 2020. Retrieved from https://www.neuromarketingworldforum.com/