Why Brand Perception Matters and How You Can Measure It

If you haven't picked up on this by now or aren't aware of this truth, brand perception belongs to consumers, not brand owners. Do you measure brand sentiment or brand affinity? Typically, you’ll want to measure two dimensions: Brand characteristics and brand behavior.

As we've noted before, everybody brands when people tell themselves a story about what your brand means to them.

While it's true that great brands are built from the inside out (with values and behaviors that support those valu...