The unconscious positive bias a consumer may feel towards a given product/proposition because of wider perceptions of the brand.

Brands like Apple, M&S Food and Nike might be described as having large brand halos – consumers believing everything that they produce to be ‘the best’, even if other products are technically better.

A negative brand halo is when the opposite is the case i.e. consumers have a low opinion of the brand and so think everything that brand does is poor.

For products which can be shown in an unbranded form, blind testing can be a useful way of assessing brand halo.