Brand Tracking

Manage, track, and grow your brand with always-on, actionable insights.

Marketing Mix Modelling

Monitor and optimise the long and short-term effects of your marketing efforts.

Campaign Evaluation

Measure and track your campaign’s performance before, after, and as it happens.

Blog Posts

Nepa’s guide to building a Category Entry Point (CEP)-centric marketing strategy

April 11, 2024

Woman shopping wall of freezers CEP

Karen Chandler

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Measuring Category Entry Points (CEPs) is a crucial step for brand marketing for several reasons. Firstly, by understanding the specific moments or situations your consumers are most likely to engage with your brand, you can create targeted marketing strategies that drive conversions. Secondly, by identifying and prioritising CEPs, you can concentrate your budget and resources on the touchpoints that will have the most impact, maximising your ROIs. Next, an understanding of your CEPs also offers you a competitive advantage, by not only enabling you to better understand your customer journey and its pain points, but also where you can outperform your competition, helping you to capture more market share. Finally, CEP measurements help brands identify areas for growth and innovation, increasing their market penetration.

But how do you build CEPs into your marketing if you’ve never measured them before?

Building a CEP-centric marketing plan

Define your CEPs

Start by identifying the key moments or situations when consumers engage with your brand. Here at Nepa, we suggest a qualitative approach to uncovering the full range of CEPs that lead consumers to your category.

Quantify and prioritise the key CEPs

A thorough quantitative deep-dive will help you identify the key CEPs your brand should focus on. This will help you identify a consumer’s needs, preferences, and behaviours at each CEP, and uncover where your brand’s current positioning and mental market share.

Develop targeted messaging

Now you know your consumers and CEPs, you should craft compelling messages that address their specific needs and pain points at each moment. You can also highlight how your brand fulfils these requirements better than your competition.

Leverage your distinctive brand assets

Use a Brand Asset study to identify and leverage the logos, taglines, colours, and other visual elements that make your brand recognisable and memorable. If you miss this step, you risk your product or service being recalled, but in conjunction with a competitor with a stronger brand.

Implement a targeted marketing strategy for each CEP

Use a mix of channels and tactics, such as social media advertising, email marketing, influencer partnerships, and other on and offline strategies to engage your target audience effectively. A Marketing Mix Model can help you identify the areas that will give you strongest sales activations and brand awareness.

Monitor and measure your CEP performance

Continuously monitor and measure the performance of your marketing efforts at each CEP. A Brand Tracker with Category Entry Point module allows you to track key metrics such as CEP linkage, awareness, consideration, and purchase intent, to allow you to make data-driven adjustments. By measuring continuously, you can remain agile and adaptive to changes in consumer behaviour, market trends, and competitive dynamics.

By following these steps, you can develop a robust CEPs-centric marketing plan that effectively engages consumers at key moments in their purchase journey, driving mental availability and purchase intent. If you would like some help getting started, why not get in touch?

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Blog Posts

Mental Availability: A key secret to brand growth

March 13, 2024

Karen Chandler

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With the world in constant flux, building a strong brand presence is essential for companies looking to grow. One crucial aspect of this is understanding and harnessing the power of Mental Availability. But what exactly is it, and why should brands focus on it in 2024?

What is Mental Availability?

Mental Availability refers to the extent to which a brand occupies space in consumers’ minds, influencing their purchasing decisions. It encompasses the strength of associations consumers have with the brand and how readily it comes to mind when they consider a product or service category. Unlike traditional brand tracking metrics, which often focus solely on current buyers, Mental Availability metrics also consider non-buyers and brand rejectors. This provides companies with insights into potential growth opportunities and barriers to purchase.

Why should brands care about Mental Availability?

Simply put, it’s about how easily a brand comes to mind in different purchase situations within a specific product or service category. Unlike physical availability, which focuses on accessibility and ease of purchase, Mental Availability emphasizes the brand’s presence in consumers’ minds during relevant purchase moments. It’s akin to being a familiar face in a crowded room.

In today’s competitive market, where consumers are bombarded with choices, being top-of-mind is crucial for brands. Tracking Mental Availability involves measuring metrics such as mental penetration, network size, mental market share, and share of mind. These metrics provide valuable insights into brand recall across different Category Entry Points (CEPs), helping brands understand their positioning and increase their likelihood of being considered by consumers in relevant purchase situations.

For instance, while many people may be aware of a brand like the National Lottery, not everyone immediately considers it for specific needs, such as buying a gift to put into a card. This specific need represents a Category Entry Point (CEP), a key measure of Mental Availability. Understanding these CEPs and measuring the brand’s share of them allows brands to gauge how likely people are to consider their brand compared to others in relevant purchase situations.

Strategies for success

Understanding Mental Availability is only the first step; brands must also take proactive steps to enhance it. Strategies for enhancing it include:

Messaging alignment
Ensuring that brand messaging aligns with the Category Entry Points (CEPs) identified through research. Messaging should resonate with consumers in specific purchase situations, increasing the likelihood of brand recall.

Standing out from competitors by leveraging distinctive brand assets (DBAs) that make the brand memorable and easily recognisable in consumers’ minds.

Targeted marketing efforts
Direct marketing efforts towards reaching consumers during relevant purchase moments. Utilising channels and tactics that resonate with consumers in specific contexts, will increase brand visibility and recall.

Continuous monitoring and adjustments
Regularly monitoring and analysing Mental Availability metrics to track progress and identify areas for improvement. Brands should adjust marketing strategies and messaging as needed to maintain and enhance Mental Availability over time.

In today’s competitive marketplace, understanding and enhancing Mental Availability is crucial for brand success. By focusing on strategies to increase brand recall and presence in consumers’ minds during relevant Category Entry Points, brands can strengthen their positioning and increase their likelihood of being considered by consumers. Through continuous monitoring and adjustment of marketing efforts, brands can stay top-of-mind and drive growth in an increasingly competitive landscape.

Nepa’s Mental Availability offer

Because we believe Mental Availability is so important, if you sign up to one of our Brand Tracking packages before the end of March 2024, we’ll boost your insights with our Category Entry Points module free of charge. Plus, we’ll throw in a complimentary data deep-dive meeting so you can really make the most of your investment (altogether worth 12,500 EUR)!* Find out more here.

* For Brand Tracking packages over 3,000 EUR / month for a minimum of 12 months, purchased before 01/04/24

Blog Posts

Memories generate sales: Why your Brand Tracker needs to include Category Entry Points

February 07, 2024

Hand on mobile phone with a thank you for your purchase message

Karen Chandler

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If your Brand Tracker does not measure Category Entry Points, then you’re missing a key area of growth for 2024. The best search engine is the mind, so triggering thoughts of your brand at key buying occasions can lead to significant additional revenue. Think Diet Coke and break time.

Sign up for one of our Brand Tracking packages before the 1st of April 2024 and get 12 months of Category Entry Points insights, alongside a complementary deep-dive into your results.

What do you get?

– A dynamic Brand Tracking dashboard with 24/7 access to all of your fundamental KPIs, such as ad awareness and brand strength

– A complementary insight meeting to delve into your 3 key business questions

– A consultative partnership that will help you answer the ‘so what’ and ‘what now’ for your brand

– Access to your new tracker within an average of 4-6 weeks

Why does your Brand Tracker need Category Entry Points?

The details

– Offer only open for new Brand Tracking packages over 32,000 SEK per month with a minimum 12 month contract, signed before the 1st April 2024.

– One free 1-hour insight meeting, to cover 3 key business questions.

– Category Entry Point module included for 12 months free of charge, for all markets and categories purchased (cost for year 2 based on 2 categories and 3 countries is 36,000 SEK, subject to change).

– Number of free Category Entry Points is capped at 10, and they must be the same for each market and category.

– Normal Nepa terms and conditions apply

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Blog Posts

What are Category Entry Points, and why should you care about them in 2024?

January 30, 2024

Karen Chandler

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AI. New shopping channels. A cost-of-living crisis. The new spending power of Generation Alpha. Market share growth has never been as complicated as it is in 2024. But you can sharpen your competitive edge by building mental availability; ensuring your brand is at the top of mind wherever and whenever a consumer is ready to make a purchase.

This is where Category Entry Points come into play. As defined by the Ehrenberg-Bass Institute, they are the cues that consumers use to access their memory when making a buying decision, encompassing both internal cues like motives and emotions and external cues like location and time of day. Think Diet Coke with break time.

With a direct correlation between a brand’s market penetration and the number and strength of their Category Entry Points, understanding and leveraging them is essential.

How do you identify your Category Entry Points?

To begin, you need to start with the 7W’s; ‘Why’, ‘Where’, ‘hoW’, ‘With’, ‘When’, ‘While’, and ‘With what’.


The motive and benefits behind a purchase, for instance to lead a healthier lifestyle or to get a promotion.


The location of where the product will be used or consumed, for instance when working from home, or on the train.


The feelings and emotions behind the purchase, for instance feeling low on energy or stressed.

With/for whom

The other people who may be involved in the usage or consumption, for instance your partner, or senior management.


The timing of when the product will be used or consumed, for instance every Saturday or at the end of the financial year.


Co-activities that might occur with the usage or consumption, for instance a meeting or filling up your car.

With what

Other categories that might be purchased or consumed at the same time, for instance socks with shoes or popcorn at the movies.

How do you then prioritise these Category Entry Points?

As consumers have a multitude of entry points into each category, product or brand, you then need to prioritise those that are the most effective for brand growth. This is where we turn to the 3C’s.


How credible is your product, brand, or solution in this situation?


How many other brand or business are in competition for this entry point?


How frequently do buyers find themselves at this entry point?

Those with high credibility, low competition, and high incidence are those that are going to be most valuable. Having high impact, high effectiveness messaging at these points will help create brand memories.

Why should you then track these Category Entry Points continuously?

Identifying your Category Entry Points is only the first step. Once you actively start to build brand memories during these situations, you need to have a system in place to see which messages resonate, and which don’t. And it’s important not to forget that your competitors might also be working on their Category Entry Point memories too.

By measuring continuously, you can quickly and easily view your entire competitive landscape. This makes it simpler to promptly adapt strategies and stay ahead of your competition.

Nepa’s three step approach

1. Discover your brand’s specific Category Entry Points

Using qualitative techniques, we uncover every Category Entry point that might lead a consumer to your category. Generative AI is used to identify, validate, and analyse the data to minimise the risks of bias.

2. Quantify and prioritise your key Category Entry Points

A quantitative deep dive identifies the strength of your brand’s current Category Entry Points, and which ones should be focused on to drive growth in the market.

3. Monitor the development of your Category Entry Points

Both your brand and your competitors Category Entry Points are continuously tracked in our Brand Tracking dashboard, so you can make timely, informed decisions to grow your market share.