# Top of mind: what it is and how it works · Zorraquino
> Top of mind is the first brand a person mentions unprompted when thinking about a category.
URL: https://www.zorraquino.com/en/dictionary/branding/top-of-mind.html

# Top of mind

Top of mind is the first brand a person mentions unprompted when thinking about a category

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

It is used in research as a measure of brand recall. Results depend on how the category is phrased and who is asked. Being the first brand recalled does not guarantee being the preferred one or the one chosen in a purchase.

Topics

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

## Related concepts

- [Brand activism](https://www.zorraquino.com/en/dictionary/branding/brand-activism.html)
- [Brand archetype](https://www.zorraquino.com/en/dictionary/brand-archetype)
- [Brand community](https://www.zorraquino.com/en/dictionary/branding/brand-community.html)