Abstract: Methods, systems, and apparatus, including computer program products, for measuring strengths of associations between branding content and branding content. In an aspect, branding content associations are collected from sessions of psychometric tools for branding content at client devices. Determined are orders of mention defining an order in which the branding content associations were input at each of the client devices, frequencies of mention for each of the branding content associations, and latencies of mention for each of the branding content associations. One or more of these metrics can be used to determine association strengths for each branding content association.