{"id":4905,"date":"2024-02-07T11:44:46","date_gmt":"2024-02-07T11:44:46","guid":{"rendered":"https:\/\/hamilton.global\/?p=4905"},"modified":"2025-10-16T11:19:13","modified_gmt":"2025-10-16T11:19:13","slug":"mental-availability-method","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/mental-availability-method\/","title":{"rendered":"La import\u00e0ncia de Mental Availability per a marca"},"content":{"rendered":"<p>En un mercat tan competitiu com l&#039;actual, en qu\u00e8 els consumidors es veuen bombardejats per una infinitat d&#039;opcions i missatges, \u00e9s fonamental assegurar-se que la seva marca es mant\u00e9 en primer pla. Enmig del tr\u00e0fec i l&#039;enrenou de les estrat\u00e8gies de m\u00e0rqueting, els esfor\u00e7os per explicar hist\u00f2ries i els exercicis de creaci\u00f3 d&#039;identitat, un aspecte fonamental que sovint es passa per alt \u00e9s el mesurament de la disponibilitat mental.<\/p>\n<p>Una marca \u00e9s m\u00e9s que un logotip o un producte; \u00e9s una representaci\u00f3 de la cultura, una promesa de valor i un identificador \u00fanic a un mar d&#039;ofertes. Representa la culminaci\u00f3 dels esfor\u00e7os per crear una cosa diferent i memorable. Per tant, saber quin lloc ocupa la seva marca a la ment dels consumidors dins de la seva categoria de productes no nom\u00e9s \u00e9s avantatj\u00f3s, sin\u00f3 essencial.<\/p>\n<p>L&#039;any passat 2023 la professora de l&#039;Institut Ehrenberg-Bass Jenni Romaniuk va publicar un llibre on detalla una nova forma de mesurar la salut de la marca.<\/p>\n<p>&nbsp;<\/p>\n<h2>Mental Availability Method<\/h2>\n<p>&nbsp;<\/p>\n<p>Aquest m\u00e8tode aborda la necessitat de la disponibilitat f\u00edsica i mental que ha de proporcionar una marca per al seu p\u00fablic. I si la <strong>disponibilitat f\u00edsica<\/strong> significa que una marca \u00e9s f\u00e0cil de trobar i comprar als punts de venda o e-commerce, la <strong>disponibilitat mental<\/strong> significa que una marca ve f\u00e0cilment a la ment en una multitud dels anomenats <strong>Category Entry Points<\/strong> (CEP), que s\u00f3n totes les situacions (per exemple, ocasions, punts de temps, estats de necessitat) en qu\u00e8 una persona comen\u00e7a a pensar a comprar un producte de la categoria.<\/p>\n<p>Per crear l&#039;avaluaci\u00f3 de disponibilitat mental nom\u00e9s cal 4 factors clau:<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-4906\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-07-104102.png\" alt=\"mental availability method\" width=\"1347\" height=\"592\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-07-104102.png 1347w, https:\/\/hamilton.global\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-07-104102-1280x563.png 1280w, https:\/\/hamilton.global\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-07-104102-980x431.png 980w, https:\/\/hamilton.global\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-07-104102-480x211.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1347px, 100vw\" \/><\/p>\n<h2>Mental Market Share<\/h2>\n<p>la mida de la marca a la ment dels compradors de la categoria, en relaci\u00f3 amb tots els competidors i en tots els CEP.<\/p>\n<h2>Mental Penetration<\/h2>\n<p>la proporci\u00f3 de compradors de categoria que vinculen una marca espec\u00edfica amb almenys un CEP.<\/p>\n<h2>Network Size<\/h2>\n<p>el nombre mitj\u00e0 de CEP associats amb una marca espec\u00edfica.<\/p>\n<h2>Share of Mind<\/h2>\n<p>\u00e9s la mida de la marca a la ment dels compradors de la categoria, en relaci\u00f3 amb tots els CEP.<\/p>\n<p>&nbsp;<\/p>\n<p>La disponibilitat mental no nom\u00e9s \u00e9s una m\u00e8trica, \u00e9s un principi rector que d\u00f3na forma a l&#039;estrat\u00e8gia de marca. Si se sap quin lloc ocupa la marca a la ment dels consumidors i es treballa activament per refor\u00e7ar la seva posici\u00f3, aplanar\u00e0 el cam\u00ed cap a l&#039;\u00e8xit sostingut i les connexions significatives amb el p\u00fablic. Aix\u00ed que, la propera vegada que s&#039;embarqui en l&#039;elaboraci\u00f3 de la hist\u00f2ria de la seva marca o en la definici\u00f3 de la seva identitat, recordeu donar prioritat al mesurament de la seva disponibilitat mental.<\/p>\n<a href='https:\/\/hamilton.global\/ca\/contactanos-2\/' class='big-button bigblue' target=\"_blank\">Sol\u00b7licitar la presentaci\u00f3 de Mental Availability<\/a>\n<p>Podria ser la pe\u00e7a que falta i que impulsi la marca a noves altures.<\/p>\n<p>&nbsp;<\/p>\n<p><em>Febrer, 2024<\/em><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>En un mercat tan competitiu com l&#039;actual, en qu\u00e8 els consumidors es veuen bombardejats per una infinitat d&#039;opcions i missatges, \u00e9s fonamental assegurar-se que la seva marca es mant\u00e9 en primer pla. Enmig del tr\u00e0fec i l&#039;enrenou de les estrat\u00e8gies de m\u00e0rqueting, els esfor\u00e7os per explicar hist\u00f2ries i els exercicis [\u2026]<\/p>","protected":false},"author":4,"featured_media":4908,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[208,216],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La importancia de Mental Availability para marca<\/title>\n<meta name=\"description\" content=\"En un mercado tan competitivo como el actual es fundamental asegurarse de que su marca se mantiene en primer plano...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/ca\/mental-availability-method\/\" \/>\n<meta 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