First of all, the question: Why did you choose this topic?

VÖLZMANN: The theoretical construct of mental availability, also with reference to category entry points, is very relevant for our customers, which is also repeatedly fed back to us in our daily work. However, we often notice that there is a lack of concrete implementation possibilities, which is why we have developed BRAND MARK, with which we make mental availability measurable.

Could you briefly outline the concept of mental availability and how it relates to Category Entry Points?

VÖLZMANN: Mental availability describes the extent to which a brand is perceived by consumers or considered for purchase. According to this, marketing strategies should aim to increase the mental availability of a brand in the long term and ensure that consumers have it first in mind when they think of the associated product category. However, buying impulses and brand associations are always context-dependent, which is why it is important to collect data on the so-called category entry points and thus record the mental availability in a realistic framework.

Since Cagegory Entry Points are spontaneous and also subconscious processes, is it at all possible to replicate, record and measure them?

SCHOLZ: This is exactly where we come in - unlike many existing measurement approaches. We find it quite surprising that some survey approaches believe that the subconscious can be captured by simple explicit queries and scales. In our view, this is neither theoretically nor practically justifiable and sensible. In our approach, we therefore use the large canon of implicit measurement methods, such as the tachistoscope, reaction time measurement and the Brand Cue Analyzer, to actually measure and understand the spontaneous, unconscious mental processes.

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Markenwachstum durch Mentale Verfügbarkeit und gezielte Category Entry Points
26 October 2023, 10:45 am
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What consequences does the focus on mental availability and category entry points have for (existing) brand studies and trackers?

SCHOLZ: In the end, of course, that depends on each industry or product category. But basically, if you take the well-known concept of mental availability and the importance of category entry points seriously, then it is also important to measure brand and marketing success at this level. Freely according to the motto: If you cannot measure, you cannot improve!

VÖLZMANN: In addition, existing brand studies and trackers can usually be easily enriched with components of mental availability (e.g. with BRAND MARK), which gives those responsible the opportunity to supplement already existing KPIs and time series.

Can you outline in advance how brands can benefit from considering mental availability and category entry points in brand measurement?

SCHOLZ: Through a better understanding of the significance of the brand for purchase decisions. Through the brand mark approach presented here, brand managers can not only record the brand strength globally, but also receive clear indications of which drivers and barriers exist in the mental processes of consumers. And this understanding is essential to improve brand perception and thus brand success in a cost-efficient way.