# Brand perception

> Run an independent market study that measures how strongly AI answers associate each tracked brand with editable attributes.

- Product: Selfwin
- Section: Advanced analysis
- Updated: 2026-09-06
- Canonical: https://docs.selfwin.co/perception
- Keywords: brand perception, association, prominence, competitor radar

Brand Perception is a separate analysis from ordinary tracking metrics. It asks model channels to evaluate how tracked brands relate to market attributes, then stores the result as an immutable run.

## Attributes

An attribute is a concept you want to compare, such as:

- Ease of use.
- Reliability.
- Enterprise readiness.
- Value.
- Customer support.

Each attribute has a name and a set of matching phrases. Add attributes that describe real buying criteria in the project’s market.

## Run perception

Select a model filter if needed, then choose **Run perception**. Selfwin performs independent model checks and stores:

- Date range and answer count.
- Attribute definitions used for the run.
- Brand and model channel.
- Prominence and association scores.
- Supporting answer evidence.

An old run does not silently change when new tracking answers arrive. Run perception again when you need an updated market view.

## Association

Association measures how consistently the available evidence connects a brand with an attribute.

```text
association = supporting overlap relative to the available brand and attribute evidence
```

A high association means the attribute is repeatedly connected to the brand when relevant evidence exists.

## Market prominence

Prominence measures how strongly the brand occupies the attribute compared with tracked competitors. Earlier placement receives more weight; an absent brand receives zero for that check.

Association and prominence can diverge. A brand may be strongly associated with reliability but still have lower market prominence if competitors are named earlier or more often.

## Reading the page

- **Headline cards** summarize the strongest association, best competitive attribute, and largest gap.
- **Radar chart** compares the shape of selected brands across attributes.
- **Heatmap** shows prominence and association for every brand-attribute pair.
- **Evidence list** provides the supporting answer and competitive rank.

Use the evidence rather than treating the visualization as a standalone brand survey. The result reflects the model channels, competitors, attributes, and evidence included in that run.