Consumers are nowadays presented with many choices regarding products and services. In addition, there is a wide array of brands that one is forced to choose from. In this study you will get to know the brands that Swedish consumers think of first when given a specific category, thus the brands that are Top-of-mind. The purpose of this study is to investigate possible opportunities for a new entrant to become Top-of-mind and whether the importance of being Top-of-mind differs. The study examines four product categories: Toothpaste, Soft drink, Insurance company and Sportscar. The study’s empirical data is based on a survey of 200 respondents. The results of the study show that there are greater opportunities for a new market entrant to become Top-of-mind within the product category Insurance company and Sportscar, at the same time as it indicates that the possibilities within Toothpaste and Soda are smaller. Furthermore, the study's results conclude that it is more important to be Top-of-mind in the product categories Toothpaste, Soft drink and Insurance company.