Category Entry Points, originally developed by the Ehrenburg Bass Institute, are the cornerstones of Mental Availability (i.e. brand salience). Improving Mental Availability makes your brand more easily come to mind at key purchase decisions and occasions, and is critical for brand growth.
We identify your Category Entry Points through exploratory research and a custom survey, working with you to understand your priority CEPs.
We then design or update your Brand Health Tracker to track your CEPs, which aligns with your brand strategy & marketing objective
We set the benchmark for tracking over time, providing advice on how to improve and broaden your CEPs
Strategy & Brand Health Tracking
Most Brand Health Tracking is based on the traditional funnel and lacks purchase context. We use Category Entry Points (CEPs) to introduce context to purchase decisions. Category Entry Points are reasons, triggers or occasions when someone considers buying a product in your category. By knowing your priority CEPs, attaching your brand to them, and measuring performance, you can improve Mental Availability.
Old Brand Health Tracking
Traditional Brand Health Trackers generally focus on the traditional funnel, asking respondents to tick the box on which brands they are aware of or consider. They keep the respondent’s purchase context within that of an online survey e.g. “Which of these brands have you bought in the last 3 months?”
Modern Brand Health Tracking
are they in the category? e.g. dehydrated and low energy
are they buying? e.g. when out and about
are they buying from the category? e.g. pre work out
else is impacting the purchase? e.g. short on time
A modern Brand Health Tracker takes into account your Category Entry Points and buyer or consumption context, to provide a truer picture of brand health.