What is top-of-mind awareness?

A brand that occupies a privileged position in public memory, being the first that an interviewed individual recalls spontaneously, on being questioned regarding a specific category in a notoriety assessment test.

Not withstanding, the brand recall index does not ensure acquisition on the part of the public; the final decision is affected by external factors such as the price of the competition, accessibility, social determinants... and also an affective competent, contemplated by the top-of-heart? indicator.

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