Understanding how consumers feel and think about a brand is essential for its success. Emotional responses, like the connection a customer feels to a favorite clothing brand, can drive loyalty and long-term engagement. On the other hand, cognitive responses, such as recognizing the specific benefits of a particular insurance policy, help reinforce trust and informed decision-making.

For example, awareness measures how many people recognize a brand, such as a new snack brand gaining popularity in grocery stores. Top of Mind shows which brand people think of first in a category—like immediately thinking of Starbucks when it comes to coffee. Knowledge involves how well consumers understand a brand's products, such as the eco-friendly materials used in a specific brand of sneakers.

Purchase Intentions reveal how likely consumers are to choose a brand next time, like opting for the same brand of headphones after a positive experience. Loyalty is evident when customers consistently return to a brand, such as always choosing the same airline for travel. Willingness to Recommend shows satisfaction levels, like a customer suggesting their favorite restaurant to friends. Finally, the Usage Index provides insights into how frequently and in what contexts a brand is used, such as regularly relying on a particular sports gear for outdoor activities.