How Brands Grow Part 2 Pdf !link! -

Mental availability is the propensity for a brand to be thought of in buying situations. Unlike traditional "brand awareness," it is about making your brand when a need arises. Category Entry Points (CEPs)

CEPs are the "hooks" in a consumer's memory that link a brand to a specific need, occasion, or location. How Brands Grow Part 2 Pdf

: A brand grows by building associations with more CEPs. For example, a chocolate brand might link itself to "treating yourself" (why), "movie nights" (when), or "giving a gift" (with whom). Distinctive Brand Assets (DBAs) Mental availability is the propensity for a brand