What is 'Mindshare'

Mindshare is a marketing term that describes the amount consumer awareness or popularity surrounding a particular product, idea or company. Practically, it is the consumer perception of a particular brand or product compared to their rivals as measured by the amount of talk or mentions generated by the public or the media. Mindshare, also known as "mind share," is similar to "market share," another measurement that is related to the popularity of a product or brand.

Breaking Down 'Mindshare'

One of the primary goals of advertising and promotion is to make consumers think of certain brand names more than others. Given the multitude of choices available to consumers, advertisers can measure their success based on whether the products and services they promote are top of mind. Accordingly, mindshare is a gauge of popularity or consumer awareness as a result of advertising and promotion. For example, when a consumer decides they want to buy a hybrid vehicle they may first think of Toyota's Prius even though there are many alternatives. This would be an example of the Prius having greater mindshare than other brands or models. Similarly, when asked to name an athletic shoe company or fast food restaurant the first answers from most consumers would be Nike or McDonald's — an example of the high mindshare of those brands.

Mindshare vs. Market Share vs. Heart Share

Mindshare is difficult to quantify, even with advanced advertising and social media marketing tools and metrics. Market share is a more easily quantified; it is the percentage of a market defined either in revenue or units that an item holds compared to a competing item. While increasing market share is the ultimate goal of any business, building on mindshare may be a means of achieving that objective. Some advertising experts contend that mindshare can be a better gauge of a small company's long-term health than market share because it signifies that a product is always available, is of high quality, and is backed by quality customer service. Similar to mindshare, "heart share" or "share of heart" is the message-driven focus on creating emotional engagement with consumers rather than simply focusing entirely on market share.

Mindshare and Brands Names

Mindshare may be best explained when brand names enter the lexicon as being the exemplar of a certain kind of product. Q-tip, Kleenex, Advil, Coke and Google (or "googling") refer to specific trademarked products but also serve to identify a class of products or activities.

  1. Brand Awareness

    Brand awareness is the extent to which consumers are aware of ...
  2. Brand

    A brand is an identifying symbol, mark, logo, name, word and/or ...
  3. Advertised Price

    An advertised price is the price of a product or service as displayed ...
  4. Tailored Advertising

    Tailored advertising places an emphasis on the needs and wants ...
  5. Direct to Consumer Advertising ...

    Direct to consumer advertising (DTC advertising) is marketing ...
  6. Marketing

    Marketing refers to the activities of a company associated with ...
Related Articles
  1. Financial Advisor

    Why These Are the Most Valuable Brands of 2018

    A company's brand can be worth billions of dollars. Here are the most valuable global brands in 2018.
  2. Small Business

    How Companies Create A Brand

    We take a hands-on approach to creating a brand, and see what it can mean as an investor.
  3. Small Business

    The Power of Branding

    Power of branding is the ultimate economic moat, and we look at the approaches and effects of good and bad branding.
  4. Small Business

    How The Internet Web Ad Industry Works

    Over the past 10 years, advertising strategies have evolved as a result of technological development as the internet has provided new channels for advertisers to reach a larger audience.
  5. Investing

    Teens Love Apple, Amazon More Than Ever, Lose Interest in Nike

    A new survey says Teens increasingly endorse Apple, Amazon, Snapchat, Vans and Supreme, lose interest in Pandora Radio, Nike, Ralph Lauren and Michael Kors.
  6. Small Business

    7 Companies With Big Advertising Budgets

    Here's what the corporations with some of the biggest advertising budgets in the U.S. spend their money on.
  7. Small Business

    Google Ads Vs. Facebook Ads

    Universal access to the internet through smartphones, tablets and computers has driven the success of numerous companies. Most notably, Google and Facebook have witnessed staggering growth as ...
  8. Managing Wealth

    Hybrids: Financial Friends Or Foes?

    Forget the planet for a minute - what really matters is whether these vehicles fit your budget.
  9. Small Business

    Top 100 Most Valuable Global Brands 2016

    A look at the BrandZ 100 Most Valuable Global Brands Report
  10. Small Business

    9 Brands Resurrected Into Household Names

    All of these brands saw a dip in their popularity, only to have a revival to even greater heights.
  1. How does brand image and marketing affect market share?

    Building a positive brand image is a must for companies that want an edge over the competition. Learn how marketing and branding ... Read Answer >>
  2. What are the similarities between product differentiation and product positioning?

    Learn how two marketing strategies, product differentiation and product positioning, are similar and work together to effectively ... Read Answer >>
  3. How do Internet companies profit if they give away their services for free?

    Learn how companies in the Internet sector make a profit when service, content and user applications are offered at no cost ... Read Answer >>
  4. Which economic factors most affect the demand for consumer goods?

    Understand how key economic factors such as inflation, unemployment, interest rates and consumer confidence affect the level ... Read Answer >>
  5. What strategies do companies use to regain market share they have lost?

    Learn about the three simplest ways companies can regain lost market share: pricing changes, promotional changes and product ... Read Answer >>
  6. How does revenue sharing work in practice?

    Find out how revenue sharing works as profits are distributed among associated business partners. Learn how revenue sharing ... Read Answer >>
Trading Center