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Dictionary by pitch.dog
Research, awareness & brand tracking · Core

Top-of-mind awareness

Also called: TOM awareness

ELI5

The first brand recalled in response to a category prompt.

Used in conversation

“Can we show the uncertainty around top-of-mind awareness instead of presenting one clean number?”

Pitch context

You will see “Top-of-mind awareness” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches research, awareness & brand tracking.

Why it matters: It helps a reader interpret research, awareness & brand tracking without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Bring the business, the evidence or the half-formed ask. We help it travel beyond the spreadsheet.

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Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.