Some people assume a brand is the most popular, even superior, based on the fact that they happen to think of it first when the category is mentioned.So the ____ brand may be seen as the leading brand, even when it isn't.

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The term "top-of-mind" refers to the brands that consumers can recall spontaneously when asked about a particular product category. Even if a brand is not the most popular or superior, if it is the first brand that consumers remember, it may be perceived as the leading brand.

Some People Assume a Brand Is the Most Popular, Even