What is top-of-heart?

Preference for a brand expressed by a consumer based more on emotional rather than rational or intellectual factors. It indicates the probability of making a purchase.

It is distinguished from the concept of ‘top of mind’ in that the latter indicates that the brand occupies a privileged position in the memory of the public, which does not necessarily imply any preference or probability of making a purchase, but rather just recollection.

 
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