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Top of Mind
Top of Mind Awareness
Top of mind awareness
) is defined as the first
that comes to mind when a
is asked an unprompted question about a category. The percentage of customers for whom a given brand is top of mind can be measured. In a survey of nearly 200 senior
managers, 50% responded that they found the "top of mind" metric very useful.
Top of mind awareness is a way to measure how well brands rank in the minds of
of the brand).
Top of mind or TOMA is the percentage of respondents who, without prompting, name a specific brand or product first when asked about a general product category.
Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition).
Upper Saddle River, New Jersey: Pearson Education, Inc. <
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