# Top of heart: what it is and how it works · Zorraquino
> Top of heart is a marketing expression used to describe emotional affinity or preference for a brand.
URL: https://www.zorraquino.com/en/dictionary/branding/top-of-heart.html

# Top of heart

Top of heart is a marketing expression used to describe emotional affinity or preference for a brand. It is usually contrasted with top of mind, which focuses on the first brand recalled without prompting

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

There is no single universal instrument for measuring it. Questions about preference, identification and affection may capture different things. Comparing it with [top of mind](https://www.zorraquino.com/en/dictionary/branding/top-of-mind.html) requires separating affinity from unaided brand recall. Research should state what it observes and avoid turning a favourable answer into a guarantee of purchase or future loyalty.

Also known as

brand preference, favourite brand

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Top of mind](https://www.zorraquino.com/en/dictionary/branding/top-of-mind.html)
- [Lovemark](https://www.zorraquino.com/en/dictionary/branding/lovemark.html)
- [Brand loyalty](https://www.zorraquino.com/en/dictionary/branding/brand-loyalty.html)