Brand Measurement Framework Deep Dive: Perception

Brand perception, which relies on emotion as much as logic, is a critical component of a brand that supports organizational growth objectives. The Forrester Brand Measurement Framework has three sequential components for ascertaining brand performance, usually within the context of campaigns: awareness, perception, and preference. Perception relates to the sentiments and associations that are built for a brand, as well as the willingness of audiences to interact and do business with the organization. This report examines brand perception in detail and describes recommended metrics to support the creation of indexes for sentiment and association.