What are

Category Entry Points?

Category Entry Points (or CEPs) are the reasons, the motivations, the triggers and the occasions when someone considers buying a product in your category. They are the variables involved in your thought process at the start or outset of buying from the category. Category Entry Points represent the building blocks to Mental Availability, in other words, salience, how easy you come to mind in buying occasions.

They can be broken down into six interrelated variables.

Why are they


Category Entry Points have been brought to the fore in marketing science thanks to the work of the Ehrenberg Bass Institute, with Mental Availability touted as one of, if not the most important lever, in growing brands.

How are

Category Entry Points Used

A deeper understanding of Category Entry Points can provide you with actionable insight to improve your brand strategy & marketing activity.

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