ConceptLAW
Category entry points
Category entry points are the situations, needs and occasions through which buyers enter a category: the moment, the company, the mood, the goal. Someone buying beer does so for a party, with dinner or as a gift, and each of those entry points calls different brands to mind. A brand grows by becoming linked to more of these entry points, not by grinding one positioning ever deeper. The framework forces you to look at the category through the lens of the buying situation rather than the product. In research practice, entry points form the basis for measuring a brand's mental availability.
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Referenced by
Sources
- Jenni Romaniuk (2023)
- Jenni Romaniuk & Byron Sharp (2022)
Machine-written definition; editorial curation in progress.