Top of mind marketing. How to get to the top of brand awareness elena baglietti . 18 november 2022 top of mind marketing. How to get to the top of brand awarenessreading time. 4 minutes top of mind . The highest step of aaker’s brand awareness pyramid. The maximum level of awareness for a brand . Each person mentally links specific brands to their product categories. Each association derives from everyone’s personal experience. But some brands have manage to emerge transversally. The blotting paper is scottex. The adhesive tape is scotch. The search engine is google. These three in particular have given their names to their respective product segments and have entere into common use to such an extent that they have given rise to neologisms such as “Google”.
How did they do it?
“Scotchare” and the like. How did they do it. Through operations to solidify their presence on the market aime not latest database only at clearly distinguishing themselves from the competition. But aime at gaining a place in people’s minds . In this sense we can talk about top of mind marketing . A complex of strategically structure marketing operations to conquer people’s minds. Positioning your brand at the highest possible level of recognition for your sector. What are the steps to take to get to the top. The steps to move up the brand awareness pyramid aaker brand awareness pyramid to reach the top of mind.
Top of mind: operational interventions to achieve it
Each brand must overcome the previous phases of recognisability. Following aaker’s pyramid. Unaware of brand . The public does not know Marketing List the brand. Brand recognition . People are able to recognize the product or company if supporte by the sight of the logo or name. In this case we talk about ” aide awareness “. Or recognition that can be achieve with a little help. Brand recall . Potential customers remember the brand without neeing to see any element that recalls the product. In this case it is ” unaide awareness ” or brand recognition in total autonomy. Without external help. Top of mind . Automatic association in the public’s mind between the brand and the product category.
