“If a market has X number of Google searches every single month, and there are Y number of competitors, and the click prices on Google AdWords are in the reasonable range, then it’s a contender.”

Many purchasing decisions are based on how available either the product or information about it is to the shopper. This arises from the fact that consumers assume that what they are able to bring to mind most easily must also be important and significant.

Whether the result of a deliberate program or not, most successful companies (or brands) are the ones that “own a word” in the mind of the prospect.