Methods and apparatus are provided for measuring the attributes associated with one or more brands, measuring the attributes of one or more business categories, and statistically associating the foregoing to assess the fit between at least one brand and at least one business category. In one embodiment, consumers are surveyed concerning what attributes they associate with a brand, consumers are independently surveyed concerning the attributes that they associate with a product, and the two sets of survey data are statistically associated to determine whether consumers' perceptions concerning a brand fit well with their expectations or perceptions associated with a product.
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