Top of Mind Awareness (TOMA) Brand

TOMA or Top of Mind Awareness of a brand is measured in terms of the % of people who can recall the brand name immediately when the category is mentioned.

For example, if 100 respondents are asked the question: “Which brands of Noodles do you remember?”

If 70 out of 100 say, “Indomie” first, then the TOMA of Indomie is 70%.

Likewise, if another 100 respondents are asked the question: “Which brand of carbonated soft drink can you recall?”

If 60 out of 100 respondents say, “Coca Cola”, then the TOMA of Coca Cola is 60%.