TOMA stands for Top-of-Mind-Awareness.

Awareness is the extent to which a brand is recognized by consumers at large.

TOMA is an important concept in Consumer Behavior Audits, marketing research, and marketing communications.

TOMA is one measure of how well brands rank in the minds of consumers. In marketing, it refers to a brand or specific product being first in customers’ minds when thinking of a particular industry or category. Top-of-mind awareness is a special form of brand awareness. Companies attempt to build brand awareness through media exposure on channels such as the internet, radio, newspapers, television, magazines, and social media.