When we talk about consumer perceptions when measuring brand equity, we’re talking about the attitudinal mindset and factors that determine whether consumers are aware of a brand, and how they feel negatively or positively about the brand. These perceptions can be assessed to understand the scale to which consumers believe in the value of a specific brand also known as brand loyalty. Measuring brand equity is the key to learning what efforts a brand should take in growing their market share. It can also capture other indicators of brand performance, such as how memorable, recognizable, or reliable consumers feel the brand is. These qualities impact brand perceptions and ultimately the propensity to buy the brand’s products or services.