Physical availability
DefinitionBrand Strategy
Physical availability
How easy a brand is to find and buy in the situations where the category is bought: the breadth and depth of distribution, and the brand's presence and prominence within it. The physical twin of mental availability - being thought of is worthless if you cannot be bought.
Evidence from the library
Mental Penetration x Network Size = Mental Market SharePrincipleGrowing brands should expand into a new market only once they can achieve overlapping mental and physical availability there.PrincipleAwareness is not wrong, it is just far too thin a description of the top of the funnelPrinciple70-80%Marketing is shifting from the Kotlerian school to the Ehrenberg-Bass school, where mental availability makes up 70-80% of the brand job.PrincipleService brands lack a physical product to build recognition around, so Ehrenberg-Bass lists six tactics to build brand assets instead, from tangible cues to consistent touchpoints.Principle
Related marketing laws
Source
Marketing Definitions
Byron Sharp, How Brands Grow (2010)
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demandDefinitionValue proposition
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