F5-05·F5 — Brand Strategy
Mental Availability & Category Entry Points
The productive tension
Brand recallandbrand recognition
The synthesis
Mental availability requires both: being thought of (recall) and being recognised (recognition). Category entry points determine when you are thought of. Distinctive assets determine whether you are recognised. They are two sides of the same cognitive coin. Managing one without the other is managing half a brand.
Learning objectives
- →Define mental availability and explain its role in brand growth
- →Explain category entry points and how to identify them
- →Distinguish between brand recall and brand recognition
- →Map a brand's CEP network and identify gaps
- →Connect mental availability to communication strategy
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