In a study on brand or product recognition, the concept of “top-of-mind” refers to the first name spontaneously mentioned by a respondent. While top-of-mind recall and awareness are significant indicators of consumer knowledge, marketing professionals primarily focus on the impact of advertising messages on consumer attitudes toward their brand, as Brian Sternthal and Angela Lee point out. Despite its frequent visibility in mainstream media, the importance of top-of-mind is sometimes downplayed by brand researchers. According to Philippe Jourdan, some experts consider this aspect of perception to be an essential element of brand equity (Aaker, 1991; Keller, 1993). However, in his view, the top-of-mind score represents only a partial measure of the brand equity concept, reflecting only a limited aspect of it.