Top of mind (TOM) is a term used in brand research and marketing to describe the first brand that comes to a person’s mind when they think of a particular category or industry. It is a key metric used to measure brand awareness and brand recall, which are both important factors in building a successful brand. In this article, we will explore what TOM is, why it matters in brand research, and how it can be measured.
TOM is an important metric because it reflects the brand’s level of awareness and recall among consumers.
Why is TOM Important in Brand Research?
TOM is important for a brand and also in brand research for several reasons.
- First, it reflects the brand’s level of awareness among consumers and help to strategies on new methods. If a brand is top of mind for a particular product category or industry, it suggests that the brand is well-known and has a high level of visibility among consumers. This without any doubt, would always positively influence consumer choice.
- Second, TOM reflects the brand’s ability to be recalled by consumers. Consumers would almost always recall brands they are used to. If a brand is top of mind, it suggests that the brand is memorable and has made a lasting impression on consumers.
- Finally, TOM is a key factor in building brand loyalty. Consumers are more likely to choose a brand that is top of mind for them, as it is a brand, they are familiar with and trust. A talk of the town brand is most likely the most consumer preference brand and would definitely enjoy better mindshare than others.
How is TOM Measured?
TOM can be measured using various research techniques, but particularly, a survey of a focus group in an interview. Depending on the objective of the survey, but generally, respondents are asked to name the first brand that comes to their mind for a particular category or industry. The results are then used to compile a list of the most top-of-mind brands for that category.
In focus groups and interviews, researchers may probe deeper with more specific questions, using various metrics, to understand why a particular brand is top of mind for consumers and what factors contribute to brand awareness and recall.
In addition to measuring TOM, brand researchers may also measure other metrics related to brand awareness and recall, such as aided recall, unaided recall, and brand recognition.
Aided recall involves prompting respondents with a list of brands and asking them to recall which ones they are familiar with.
Unaided recall involves asking respondents to name brands without any prompts. Brand recognition involves showing respondents the brand’s logo or packaging and asking them to identify the brand.
How to Rank on a TOM Survey
Ranking well on the Top of Mind (TOM) survey requires a brand to have good visibility and a high level of awareness and brand recall among consumers. Consumer will have to know a brand, engage with it at a point or another, of being recommended or observed it by any means, before they can recall such brand.
Some strategies that can help a brand rank well on a TOM survey:
- Focus on brand differentiation: In our modern days where consumers are daily bombarded with varieties from morning till going to bed, it’s never been more important to be distinct in the: In a crowded market, it is important for a brand to stand out. By focusing on brand differentiation and highlighting what makes the brand unique, a brand can increase its memorability and be more likely to be recalled by consumers.
- Provide exceptional customer service: Providing exceptional customer service is key to building a positive reputation and increasing brand recall and increasing patronage. When customers have a positive experience with a brand, they are more likely to remember the brand and recommend it to others. “A happy customer tells a friend; an unhappy customer tells the world.”
- Offer quality products or services: Ultimately, the best way to rank well on the TOM survey is to offer high-quality products or services that meet the needs of consumers. By delivering exceptional value and meeting or exceeding customer expectations, a brand can build a strong reputation and increase its chances of being top of mind for consumers. A brand that want to have impressive TOM should endeavor to offer impressive products that will attracts consumer’s recommendation.
- Invest in advertising: Even though a good product sells itself as the saying goes, no purposeful consumer brand will jettison advertisement in our highly competitive market. Advertising is one of the most effective ways to build brand awareness and increase brand recall. By investing in advertising campaigns that target the right audience, a brand can increase its visibility and make a lasting impression on consumers.
- Leverage social media: Social media platforms have become powerful tools for building brand awareness and engaging consumers, including target audience. By creating and sharing engaging content on social media, a brand can increase its visibility raise right questions and build a loyal followership within a short time.
By following these strategies, a brand can increase its level of awareness and recall, and ultimately rank well in a TOM survey.
To sum it up, Top of mind (TOM) is an important metric in brand research that reflects a brand’s level of awareness and recall among consumers. It is a key factor in building brand loyalty and can be measured using various research techniques. By understanding TOM and other metrics related to brand awareness and recall, brand researchers can gain insights into consumer behavior and develop strategies to build stronger and more successful brands.
It has also been a major tool in the annual TOP 50 BRANDS NIGERIA®. It is the first and most important of the seven variables, used for the Brand Strength Measurement (BSM Index) the model that is used to evaluate the annual top brands in Nigeria.
