Forrester’s Brand Energy Framework describes a brand’s capacity to grow and create value by energizing customer relationships and creating passionate advocates. This report uses Forrester survey data and this framework to analyze a variety of quick-service food and beverage brands like McDonald’s and Starbucks. CMOs working in this and other categories can learn how the three pillars of brand energy — salience, fit, and affinity — drive brand perception, growth, and value for brands.