---
id: "framework-three-prong-ai-perception"
type: "framework"
source_timestamps: ["§ The Rise of “Share of Model”"]
source_url: "https://hbr.org/2025/06/forget-what-you-know-about-seo-heres-how-to-optimize-your-brand-for-llms"
source_title: "Forget What You Know About Search. Optimize Your Brand for LLMs."
tags: ["measurement", "analytics", "methodology"]
related: ["concept-share-of-model", "concept-mention-rate", "concept-human-ai-awareness-gap"]
steps: ["Measure 'Mention Rate': Track how often a brand is explicitly mentioned by a specific LLM in response to category prompts.", "Calculate the 'Human-AI Awareness Gap': Compare the brand's awareness in human surveys against its LLM mention rate to identify disparities.", "Analyze 'Brand and Category Sentiment': Break down the LLM's rationale for its recommendations to identify the brand's perceived strengths and weaknesses relative to competitors."]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-ext-10-optimize-brand-for-llms"
sourceUrl: "https://hbr.org/2025/06/forget-what-you-know-about-seo-heres-how-to-optimize-your-brand-for-llms"
sourceTitle: "Forget What You Know About Search. Optimize Your Brand for LLMs."
---
# Three-Prong Lens for AI Brand Perception

A methodology pioneered by [[entity-jellyfish-d3|Jellyfish]] to unpack **what** and **how** AI models 'think' about brands through **prompting at scale**. It is the measurement engine behind [[concept-share-of-model-d10|Share of Model]], built on three analytical pillars:

1. **[[concept-mention-rate|Mention Rate]]** — track how often a brand is explicitly mentioned by a specific LLM in response to category prompts (the binary existence signal).
2. **[[concept-human-ai-awareness-gap|Human-AI Awareness Gap]]** — compare the brand's awareness in human surveys against its LLM mention rate to expose disparities.
3. **Brand and Category Sentiment** — break down the LLM's *rationale* for its recommendations to surface perceived strengths and weaknesses relative to competitors.

The practical entry point is [[action-measure-som|measuring SOM across multiple LLMs]].

**Enrichment:** LinkedIn commentary summarizing the same HBR piece describes SOM as assessed through 'a three-pronged lens: mention rate, human-AI awareness gap, and brand and category sentiment.' The three-prong methodology appears **proprietary to Jellyfish**, but each pillar is consistent with broader SOM practice (Symphonic Digital, Agile Brand Guide, TrySteakhouse all recommend measuring mentions, comparing to human-side metrics, and analyzing output context/sentiment).