How to Measure Brand Emotion

One of the things now known about memory is that when we are experiencing something, if it is fully processed, all of its component parts will be stored in various parts of our memory. One of the components of that experience that will be stored is any emotion that is associated with it, in the non-declarative emotional memory (part of the amygdala). When a memory is recalled, all of the component parts are reunited from the various areas of the brain, and that includes the emotional memory associated with the experience.
What this means is that our experiences with brands, as retained in memory, will include our emotional associations with the brand. In a very real, practical sense, if we can measure the emotions associated with a brand, this will enable managers to understand it better, position it better and, importantly, work towards optimising positive emotional associations in memory.