Top of Mind

Also known as: TOM, First Mention, First Recall, Mental Availability

The first brand a consumer spontaneously mentions when asked about a product category.

Top of Mind (TOM) is the metric that measures which brand comes to the consumer's mind first when asked about a product category without any prompting. It is the most selective indicator of awareness and a proxy for a brand's mental dominance in its category.

Being the Top of Mind in a category has direct behavioral implications: consumers tend to buy first the brand they first recall. That's why TOM is one of the most closely watched KPIs by brand managers.

In Atlantia's Brand Tracker, TOM is monitored in each wave and correlated with sales data to estimate its impact on market share.