LexiconDemand & Brand
Mental availability
الحضور الذهني
Definition
Mental availability is the likelihood that a brand comes to mind when a buyer is in a buying situation, such as when the family group asks where to eat tonight. The concept comes from Byron Sharp and the Ehrenberg-Bass Institute; in the essay series it is the roundabout's “Do they remember you?” station.
In plain words
Does your name come to mind first when people think: where shall we eat?
Also searched as
- brand salience
- top of mind
- being thought of
- الحضور الذهني
Origin and credit
The concept comes from Byron Sharp and the Ehrenberg-Bass Institute for Marketing Science. What the series adds is the application to Saudi multi-branch groups and the decision rule.
Original source
Where it is used
In Beneath Marketing
Related terms
How to cite this definition
Alhajj, S. (2026). “Mental availability”. In The Revenue Engineering Lexicon, version 1.0. Riyadh. https://seiflden.com/lexicon/mental-availability/
For the concept itself, cite the original: Byron Sharp, How Brands Grow, Oxford University Press, 2010.