# Brand attitude: what it is and how it works · Zorraquino
> Brand attitude is the overall evaluation, favourable or unfavourable, that a person forms about a brand and that shapes their inclination to choose it.
URL: https://www.zorraquino.com/en/dictionary/branding/attitude.html

# Brand attitude

Brand attitude is the overall evaluation, favourable or unfavourable, that a person forms about a brand and that shapes their inclination to choose it

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It is built from what the person knows, feels and has experienced with the brand: their own use, other people’s opinions, communication and all kinds of associations. It is therefore considered one of the most complex brand associations, as it sums up many others, such as attributes and benefits.

A positive attitude makes purchase more likely but does not guarantee it: price, availability or context may weigh more at the moment of decision. It is usually measured with surveys and rating scales, and should be distinguished from awareness, which shows whether a brand is known, not whether it is liked.

Also known as

attitude towards the brand

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand image](https://www.zorraquino.com/en/dictionary/branding/brand-image.html)
- [Brand attributes](https://www.zorraquino.com/en/dictionary/branding/attributes.html)
- [Brand awareness](https://www.zorraquino.com/en/dictionary/branding/brand-awareness.html)