Is it top of mind or front of mind?
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13/01/2022
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Top of Mind Awareness (TOMA)DefinitionTop-of-mind awareness (TOMA) is defined as being the first brand that comes to mind when a customer 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 marketing managers, 50% responded that they found the top-of-mind metric very useful.[1] PurposeTop-of-mind awareness is a way to measure how well brands rank in the minds of consumers (i.e., the salience of the brand). ConstructionTOMA is the percentage of respondents who, without prompting, name a specific brand or product first when asked about a general product category. References
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