AFI® Barometer of Automotive Awareness and Imagery Study

The AFI® Barometer of Automotive Awareness and Imagery Study (Image Barometer) looks at key measures of brand equity including specific segment-related image attributes, on a segment-by-segment basis. The Image Barometer process probes into the deep structure of automotive consumers’ attitudes, opinions and perceptions of all the vehicles within each segment. The Image Barometer study provides insights such as:

• What are the competitive strengths and weaknesses of my brand?
• How is my brand positioning vis-à-vis my key competitors changing over time?
• Does my brand health vary among key target groups?

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