A conglomeration of data including "consumer perceptions of the brand" such as
quality, resale value, content, overall value for the dollar, social acceptance. Scale of 1 to 10. Breakdown by age brackets. Projections to 2011 and 2016.
Also, the historic data on willingness to pay average asking price by brand.
Impacts such as halo models, environmental issues, etc. on short and long term
perceptions of the brand.
Number of years for word of mouth to impact perceptions -- positive and negative.