Brand building
glossary

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its category. In other words, it needs to be the brand that people think of first when they are asked about products in that category. For example, Tesla might be the most common answer when asked about electric cars. This reveals Tesla has a strong top-of-mind presence in that category. A strong top-of-mind presence can lead to increased brand awareness and sales.