A review of this Mental Availability Assessment explains why results aren’t always as expected.
Understanding the extent to which your brand is easily recalled in buying situations is fundamental for growth.
Our analysis of real Mental Availability data for the gin category highlights that our brand needs to increase the number of category buyers able to link them to the more important category entry points. We recommended repurposing some of the budget being used to build associations with less valuable CEPs toward the CEPs experienced by more buyers when they access the category.
Increasing the number of category buyers who can link the brand to these key CEPs is likely to improve the brand’s Mental Market Share.
We have learned from The Ehrenberg Bass Institute that there is a correlation between Mental Market Share and Sales Market Share. Therefore, assuming there are no Physical Availability deficiencies, then our recommendations should see the brand return to growth.
Further reading on Mental Availability:
How the concepts of ‘Demand Spaces’ and ‘Mental Availability’ work in harmony.
https://marketingscience.info/how-brands-grow-part-2-revised
