This IDC Presentation provides an analysis of consumer perceptions of various brands from a worldwide and country-level perspective. It includes key performance indicators (KPIs — namely, satisfaction, likelihood to purchase in the future, and likelihood to recommend), IDC's Brand Perception Index (user reactions and thoughts about particular brands in aggregate), and data on each of the individual attributes (A brand I trust, An industry leader, An innovation leader, Good value for the price, Is expensive, A high-quality brand, and Is a brand for the whole family). Consumer brand perceptions are a direct reflection of a conflux of factors ranging from user experience, marketing and advertising, word of mouth, product reviews, and so forth. All of these factors influence how consumers perceive brands and affect sales and, ultimately, unit and revenue shares directly. In addition, we also use the "Apostle Model" (developed at the Harvard Business School) to better understand the relative health of a brand vis-à-vis all of the brand's competitors. This Presentation delineates and helps understand who the market leaders are and why they are in the position they are, and it points specific areas of under- and overperformance of all brands worldwide.

Key words: Brand perception, KPI, satisfaction, future purchase intent, likelihood to recommend, Apostle Model, and Brand Perception Index