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((for|the WPP group company|Mindshare (firm)))
((short description|When a brand is the first thing that comes to mind))
((more citations needed|date=May 2014))
'''Mind share''' relates to the development of [[consumer awareness]] or [[popularity]], and is one of the main objectives of [[advertising]] and [[Promotion (marketing)|promotion]]. When people think of examples of a product type or category, they usually think of a limited number of [[brand name]]s. The aim of mind share is to establish a brand as being one of the best kinds of a given product or service, and to even have the brand name become a synonym for the product or service offered.<ref>Madden, Charles S. "Marketers Battle for Mind Share," ''Baylor Business Review'' Vol. 9 (Spring, 1991). 8–10.</ref>   For example, a prospective buyer of a college education will have several thousand colleges to choose from. However, the evoked set, or set of schools considered, will probably be limited to about ten. Of these ten, the colleges that the buyer is most familiar with will receive the greatest attention.

Marketers and promoters of mind share try to maximize the popularity of their product, so that the brand co-exists with deeper, more empirical categories of objects. [[Kleenex]], for example, can distinguish itself as a type of tissue. But, because it has gained popularity amongst consumers, it is frequently used as a term to identify any tissue, even if it is from a competing brand. [[Q-tip]]s and [[band-aid]]s would be other examples of this.

Popularity can be established to a greater or lesser degree depending on product and market. For example, in the Southern U.S. it is common to hear people refer to any [[cola]]-flavored [[soft drink]] as a "coke", regardless of whether it is actually produced by [[Coca-Cola]] or not.<ref>((Cite web|url=http://www.popvssoda.com/|title=The Pop vs. Soda Page|website=www.popvssoda.com))</ref>

A legal risk of such popularity is that the name may become so widely accepted that it becomes a [[Genericized trademark|generic]] term and loses [[trademark]] protection. Examples include "[[escalator]]", "[[Paracetamol brand names#Panadol|panadol]]", "[[chapstick]]", "[[tupperware]]", and "[[bandaid]]". Companies will often attempt to prevent a product name from becoming generic to avoid losing trademark protection. Xerox Corporation attempted to prevent the genericization of its core trademark through an extensive public relations campaign advising consumers to "photocopy" instead of "xerox" documents.<ref>((Cite web|url=https://legalblogwatch.typepad.com/legal_blog_watch/2010/06/xerox-ad-pretends-we-care-about-its-trademark-rights-to-term-xerox.html|title=Legal Blog Watch|website=legalblogwatch.typepad.com))</ref>

Other objectives of mind share include short or long term increases in [[sales]], [[market share]], [[product information]], and [[reputation]].

==See also==
*[[Advertising]]
*[[Genericized trademark]]
*[[Googleshare]]
*[[Marketing]]
*[[Market share]]
*[[Promotion (marketing)|Promotion]]
*[[Top-of-mind awareness]]

==References==
((reflist))

[[Category:Advertising]]
[[Category:Audience measurement]]
[[Category:Market research]]
[[Category:Business terms]]
[[Category:Marketing analytics]]

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