We discuss strategic marketing concepts known as Category Entry Points (CEP) and Brand Entry Points (BEP), which are crucial for ensuring a company's product is recalled by consumers at the right time.

CEP refers to the moments or situations when a consumer first realizes they need a product category, such as feeling thirsty or needing insurance after a major life event. BEP is the subsequent stage where the consumer specifically recalls a particular brand within that category, ideally placing it high in their "evoked set" of choices.

It uses detailed case studies of Pocari and Mitsui Sumitomo Insurance to illustrate how strategically identifying and cultivating these entry points, through evidence-based communication and targeted scenarios, can lead to stronger brand recall and ultimately, designated purchasing. The overarching theme emphasizes that connecting a brand to specific consumer situations across these two stages is essential for market success, especially for products that are not habitually purchased.