Mind Share
Condemned to the 1st Circle of Hell


thought-boy-color (Custom).gifThis is yet another jargon used by marketing and public relations practitioners. Mind share–or mindshare–commonly refers to how aware the population, or a portion thereof, is of your name or brand. It’s not so much the products or services that your business sells. But it’s the name and how much people associate that name with the particular product or service offered.

If your name is top of mind when someone thinks of a product, then you have achieved dominance in terms of mindshare.

A brand may achieve dominant mind share when it is associated with a whole category of products, but has not necessarily become a generic term for these products. For example, Kleenex may sometimes be used to describe any facial tissue product, but retains it status as a proprietary trademark. In Asia, Tupperware is often used to describe any sort of food container.

Other examples include Hoover, which has long been synonymous with vacuum cleaners; Dyson, which subsequently achieved similar status with a more sophisticated model of vacuum cleaner; and the internet search engine provided by Google, from which the term “googling” was derived to describe the act of “on line searching”. – Wikipedia

Companies usually aim to be dominant in a market, and having dominant mindshare may have its benefits. For instance, there are several brands worldwide that have become synonymous to the product or service. Google=web search. Colgate=toothpaste. Kodak=film.

However, sometimes this tends to be a concern, especially if the name becomes too generic and is used when referring to other products. For example, Google doesn’t want you to google for a keyword in Yahoo! (since Google is now already a verb). Similarly, if you need to buy some colgate from the store, Colgate doesn’t want you to buy Crest or other brands.

  1. 1
    j Says:

    you douche-bag. you used another buzzword/term when describing another buzzword: “Top of Mind”