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