Category entry points (CEPs)
DefinitionBrand Strategy
Category entry points (CEPs)
The thoughts, needs, occasions and cues buyers use to access memory when a category purchase comes up - the 'ways in' to a buying decision. Mental availability is built by linking the brand to many category entry points, not by repeating one message.
Evidence from the library
Category Entry Points - the retrieval cues that decide which brands come to mindPrincipleThe 3C's - Credibility, Competitiveness, CommonalityPrincipleMessaging a cue your competitors already own is the expensive way to be forgottenWarningCategory entry points are what replaces the message on a creative briefPrincipleMental Penetration x Network Size = Mental Market SharePrinciple
Related marketing laws
Put it to work
Source
Marketing Definitions
Jenni Romaniuk, Better Brand Health (2023), Ehrenberg-Bass Institute
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demandDefinitionValue proposition