Mental availability
DefinitionBrand Strategy
Mental availability
How readily a brand comes to mind across the buying situations of its category, built from the number and freshness of memory links between the brand and category entry points. The broader and fresher the network, the more often the brand makes the mental shortlist.
Evidence from the library
Mental Penetration x Network Size = Mental Market SharePrincipleMemory-generated brands are the starting point of the buying process, not searchPrincipleJudge brand creative on short-term lift in mental availability, not immediate salesPrincipleCategory Entry Points - the retrieval cues that decide which brands come to mindPrincipleAwareness is not wrong, it is just far too thin a description of the top of the funnelPrinciple
Related marketing laws
Put it to work
Source
Marketing Definitions
Jenni Romaniuk and Byron Sharp, How Brands Grow Part 2 (2015)
More from this source
DefinitionMarket penetrationDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demandDefinitionValue proposition
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