The share of perception and attention that a branded product, concept, service, company, or institution has in the minds of buyers or principal audiences relative to those of competitors. The higher the level of awareness, the more direct the recall, the more familiar with the content, features, and benefits of the brand, the higher is deemed to be the mindshare. Mindshare is often the companion to the more traditional measure of market share. Mindshare is often seen as a precursor to market share. However, mindshare, being more intangible, is more difficult to measure in practice. The usual way of measuring mindshare is by a direct survey of the target audience asking questions about awareness, about how prominent the associations are (‘top of mind'), and the images evoked relative to the desired image. Mindshare can also be measured over a period of time, and particularly after a dedicated or intensive marketing and communications campaign. It is as relevant to those promoting an idea (such as a political party, a not-for-profit organization, or a government) as it is to a commercial organization seeking to promote a branded product or service. High mindshare can, but does not necessarily have to, equate to high levels of popularity or attractiveness. An eponymous name association—when a product or service gives its name to a general activity—e.g. Fedex(ing) a parcel, Xerox(ing) a document, Hoover(ing) a carpet—is often seen as a high form of mindshare.