It is very important for the brand managers to understand what consumers know, think, and feel about various brands. Under consumer metrics, the brand managers need to measure the following −
● Consumer sentiments
● Consumer perception
● Emotional connection with brand
● Beliefs about the brand
● Relevance of brand for the market segment
● Consumer’s purchasing decision and other driving factors of the brand
● Consumer’s opinions and feelings about the brand
● Brand associations in the consumer’s mind
