The subcategory · Products

The best Pet Tech

Ranked by AI, checked by people.

Brand viewProduct view

Evidence behind the ranking?

AI panel6 models queried
GPTClaudeGeminiAI ModeGrokPerplexity
Reviewers19 videos
Buyers19k reviews
4.4
Press6 outlets

Current race?

Apr 27 – Aug 3
Apr 27Aug 3
30 products tracked?·3 buyer intents?·4 of 30 reviewer-checked?·Aug 3 snapshot
ChatGPT · Claude · Gemini · Perplexity · AI Mode analyzed?

Power ranking

The top products right now.

#1
Microchip Pet Door Connect
Microchip Pet Door Connect.

SureFlap logoby SureFlap

Smart microchip pet door with WiFi

Best rank in this scope, recent weeks Charted 9 of 15 weeks Jan 1 · #11 · Jan 1 · #32 · Feb 1 · #42 · Jun 1 · #35 · Jul 1 · #6 · Aug 1 · #46 · Dec 1 · #6 · · #2 · · #16-wk trend?
Reviewer read pending
#2
Alpha 300i
Alpha 300i

by Garmin

GPS dog tracking collar and handheld device

Best rank in this scope, recent weeks Charted 7 of 15 weeks Apr 1 · #26 · Jun 1 · #28 · Jul 1 · #17 · Sep 1 · #7 · Dec 1 · #5 · · #22 · · #26-wk trend?
Reviewer read pending
#3
Pura Max 2
Pura Max 2

PETKIT logoby PETKIT

Automatic self-cleaning litter box

Best rank in this scope, recent weeks Charted 7 of 15 weeks Aug 1 · #82 · Sep 1 · #4 · Oct 1 · #4 · Nov 1 · #5 · Dec 1 · #1 · · #1 · · #36-wk trend?
4.0/54 reviewersDivided

Vetting this category yourself, or here

30 products, each a ~3-hour search if you did it by hand.

Do it yourself
30 × ~3 hrs
≈ 11 working days
at 8 hrs a day
Here
already assembled
~5 min
skim the ranking, open what fits

The reviewer check

The machines rank every product here. We checked each one against the people who filmed it.

Every score is distilled from independent YouTube reviews of the products the AIs name here — then set beside the AI rank.

4 / 30products checked against real reviewers?
Holds up3Divided1Overturned0

Reviewers back 3, are split on 1, and overturn 0.

as of August 3 · 4 products reviewed?

This week?

Litter-Robot 5 Pro fell hard this week, dropping from the top spot to number twenty-eight. The Pura Max 2 holds first place for the second week running. SmartDoor Connected Pet Door climbed seven spots to number four, and two Pura models entered the rankings at five and six. Litter-Robot 4 made a steadier climb, moving from twenty-nine to twenty.

The questions?

These rankings answer 3 buyer questions. Open any one for the head-to-head.

The subcategory score is an aggregate. Each question has its own AI ranking, reviewer check and weekly movement — that's where the picks actually come from.

What AI values here

Top pet tech products prioritize hands-off maintenance—most feature self-cleaning systems and app connectivity so you monitor or control them remotely. Odor control and space efficiency matter too, but automation and app access are what separate the category leaders.

Act one

Where the machines rank it.

The AI models score every product here — the full board, and where each brand actually wins across the buyer questions.

01

Full ranking

Every product ranked.

sort:
#?ProductAI consensus?Last 3 months?Reality check?Evidence?
#1SureFlapMicrochip Pet Door ConnectSureFlapSureFlap· Smart microchip pet door with WiFiClaudeGPTGeminiAI ModeGrokPerplexity3/6 AIs · best #1–#5Best rank in any intent here, recent weeks Charted 9 of 15 weeks Apr 27 · #11 · May 4 · #32 · May 11 · #42 · Jun 8 · #35 · Jun 15 · #6 · Jun 22 · #46 · Jul 20 · #6 · Jul 27 · #2 · Aug 3 · #14.3 from 196 buyersThin · 2 sources
#2▲ 18GarminAlpha 300iGarminGarmin· GPS dog tracking collar and handheld deviceClaudeGPTGeminiAI ModeGrokPerplexity3/6 AIs · best #2–#13Best rank in any intent here, recent weeks Charted 7 of 15 weeks May 25 · #26 · Jun 8 · #28 · Jun 15 · #17 · Jun 29 · #7 · Jul 20 · #5 · Jul 27 · #22 · Aug 3 · #2
#3▲ 1PETKITPura Max 2PETKITPETKIT· Automatic self-cleaning litter boxpremiumClaudeGPTGeminiAI ModeGrokPerplexity3/6 AIs · best #3–#16Best rank in any intent here, recent weeks Charted 7 of 15 weeks Jun 22 · #82 · Jun 29 · #4 · Jul 6 · #4 · Jul 13 · #5 · Jul 20 · #1 · Jul 27 · #1 · Aug 3 · #34.0/5· Holds upThin · 4 sources
#4▼ 2WhiskerLitter-Robot 4WhiskerWhisker· Automatic litter box with self-cleaningpremiumClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #1Best rank in any intent here, recent weeks Apr 27 · #26 · May 4 · #3 · May 11 · #2 · May 18 · #8 · May 25 · #1 · Jun 1 · #1 · Jun 8 · #1 · Jun 15 · #1 · Jun 22 · #1 · Jun 29 · #1 · Jul 6 · #1 · Jul 13 · #2 · Jul 20 · #3 · Jul 27 · #3 · Aug 3 · #44.4/5· Holds up4.4 from 17k buyersModerate · 12 sources
#5▲ 18WhiskerLitter-Robot 5 ProWhiskerWhisker· Automatic self-cleaning litter boxClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #1Best rank in any intent here, recent weeks Charted 8 of 15 weeks Jun 15 · #42 · Jun 22 · #33 · Jun 29 · #3 · Jul 6 · #2 · Jul 13 · #3 · Jul 20 · #2 · Jul 27 · #28 · Aug 3 · #54.3/5· Holds upThin · 5 sources
#6▼ 3PetSafeSmartDoor Connected Pet DoorPetSafePetSafe· Connected smart pet door with app controlClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #1Best rank in any intent here, recent weeks Charted 11 of 15 weeks Apr 27 · #69 · May 4 · #21 · May 25 · #52 · Jun 15 · #8 · Jun 22 · #4 · Jun 29 · #2 · Jul 6 · #3 · Jul 13 · #4 · Jul 20 · #12 · Jul 27 · #4 · Aug 3 · #63.8 from 144 buyersThin · 3 sources
#7newWhiskerLitter-Robot 5WhiskerWhisker· Automatic self-cleaning litter boxpremiumClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #1–#2Best rank in any intent here, recent weeks Charted 3 of 15 weeks Jul 20 · #17 · Jul 27 · #7 · Aug 3 · #7
#8newHigh Tech PetPower Pet Electronic Pet Door PX-2High Tech PetHigh Tech Pet· collar activationClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #1–#3Best rank in any intent here, recent weeks Charted 2 of 15 weeks Jun 8 · #31 · Aug 3 · #8
#9▼ 3PETKITPurobot Max Pro 2PETKITPETKIT· Automatic self-cleaning cat litter boxpremiumClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #3–#4Best rank in any intent here, recent weeks Charted 8 of 15 weeks Jun 15 · #23 · Jun 22 · #17 · Jun 29 · #36 · Jul 6 · #54 · Jul 13 · #14 · Jul 20 · #4 · Jul 27 · #8 · Aug 3 · #94.4/5· Holds up4.4 from 131 buyersModerate · 13 sources
#10▲ 1PetSafeElectronic SmartDoorPetSafePetSafe· Electronic automatic pet doorbudgetClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #6–#7Best rank in any intent here, recent weeks Charted 8 of 15 weeks May 11 · #20 · May 18 · #61 · May 25 · #11 · Jun 1 · #9 · Jun 8 · #26 · Jul 6 · #9 · Jul 27 · #12 · Aug 3 · #103.3 from 633 buyersThin · 2 sources
#11newSureFlapMicrochip Cat FlapSureFlapSureFlap· Microchip-controlled cat doorClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #9–#11Best rank in any intent here, recent weeks Charted 3 of 15 weeks May 11 · #6 · Jul 27 · #76 · Aug 3 · #114.5 from 994 buyersThin · 3 sources
#12newNeakasaM1 LiteNeakasaNeakasa· Automatic self-cleaning litter boxbudgetClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #9–#12Best rank in any intent here, recent weeks Charted 2 of 15 weeks Jul 27 · #18 · Aug 3 · #12
#13▲ 5PetSafeScoopFree Complete PlusPetSafePetSafe· crystal litterbudgetClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #10–#14Best rank in any intent here, recent weeks Charted 6 of 15 weeks Apr 27 · #38 · May 4 · #83 · May 25 · #84 · Jun 8 · #98 · Jul 27 · #21 · Aug 3 · #13
#14▼ 6PawportSmart Pet DoorPawportPawport· Smart pet door with app controlClaudeGPTGeminiAI ModeGrokPerplexity2/6 AIs · best #10–#15Best rank in any intent here, recent weeks Charted 4 of 15 weeks Jul 13 · #91 · Jul 20 · #11 · Jul 27 · #10 · Aug 3 · #14
#15newGarminAlpha 300GarminGarmin· gpsClaudeGPTGeminiAI ModeGrokPerplexity1/6 AIs · best #1Best rank in any intent here, recent weeks Charted 1 of 15 weeks Aug 3 · #15
#16newFiFi Series 3 Smart Dog CollarFiFi· GPS-enabled dog collar trackerClaudeGPTGeminiAI ModeGrokPerplexity1/6 AIs · best #1Best rank in any intent here, recent weeks Charted 4 of 15 weeks Jun 15 · #73 · Jul 6 · #24 · Jul 27 · #38 · Aug 3 · #16
#17▲ 8FiFi Series 4 CollarFiFi· no monthly fee optionClaudeGPTGeminiAI ModeGrokPerplexity1/6 AIs · best #1Best rank in any intent here, recent weeks Charted 5 of 15 weeks Jul 6 · #11 · Jul 13 · #10 · Jul 20 · #15 · Jul 27 · #26 · Aug 3 · #17
#18▲ 8TractiveGPS Tracker DOG 6TractiveTractive· batteryClaudeGPTGeminiAI ModeGrokPerplexity1/6 AIs · best #1Best rank in any intent here, recent weeks Charted 2 of 15 weeks Jul 27 · #27 · Aug 3 · #18
#19newPetSafePetSafe Self-Cleaning Litter BoxPetSafePetSafe· crystal-litterClaudeGPTGeminiAI ModeGrokPerplexity1/6 AIs · best #1Best rank in any intent here, recent weeks Charted 1 of 15 weeks Aug 3 · #19
#20▲ 4TractiveSmart Dog GPS TrackerTractiveTractiveClaudeGPTGeminiAI ModeGrokPerplexity1/6 AIs · best #1Best rank in any intent here, recent weeks Charted 6 of 15 weeks Jun 29 · #13 · Jul 6 · #17 · Jul 13 · #17 · Jul 20 · #21 · Jul 27 · #31 · Aug 3 · #20
Time machine?
Aug 3 – 9 · latest
Older snapshots are kept, not published — get in touch

as of August 3 · vs July 29 · 3 intents?

03

Brand × intent?

Where each brand wins.

IntentPetSafeWhiskerTractiveFiHigh Tech PetPETKIT
04

Find your buyer type · whole subcategory?

Whoever you are — your one pick here.

Value-Maximizerprice first

You want the smartest money in the room.

Purobot Max Pro 2
PETKIT
Purobot Max Pro 2
wins 1 / 2automatic litter boxes
Quality Perfectionistbest-in-class

You want the objectively best in class.

Litter-Robot 4
Whisker
Litter-Robot 4
wins 1 / 2automatic litter boxes
Premium Connoisseurbrand & status

You want the badge, not just the basics.

Litter-Robot 4
Whisker
Litter-Robot 4
wins 1 / 2automatic litter boxes
Early Adopternewest first

You want the newest generation, first.

Litter-Robot 5 Pro
Whisker
Litter-Robot 5 Pro
wins 1 / 2automatic litter boxes
Reliability-Seekerproven & safe

You want proven, with broad consensus.

Litter-Robot 4
Whisker
Litter-Robot 4
wins 1 / 2automatic litter boxes
Simplifierjust works

You want it to just work, no fuss.

Microchip Pet Door Connect
SureFlap
Microchip Pet Door Connect
wins 1 / 2smart pet doors
Enthusiastjoy & aesthetics

You want it to genuinely delight you.

Litter-Robot 4
Whisker
Litter-Robot 4
wins 1 / 2automatic litter boxes

Roll-up of each product's archetype fit across this subcategory's buyer questions — proof = questions won, graceful-degrade hides a type with no honest match · as of Aug 3.

Act two · ★ new

What the people say.

The reviewers and buying guides who tested this type — the cross-field themes they keep raising, and where they part from the AI.

05

What reviewers say?

What reviewers agree on across the field.

Synthesised from independent YouTube reviews of the top products here.

Consistently praised

  • AI cameras that identify individual cats and track bathroom habits, useful for spotting health changes
  • Quiet cleaning cycles that don't startle cats
  • Effective odor control from sealed waste bins and carbon filters
  • Compact or low-entry designs that work for cats of various sizes and mobility

Common complaints

  • All require clumping litter, eliminating pine, crystal, and non-clumping alternatives
  • Waste bin emptying and drum cleaning are tedious with no quick-drain or auto-empty functions
  • Interior shapes or fixed camera angles limit visibility or turning room for larger cats
  • Cycle timing controls lack fine-grained adjustment, forcing coarse intervals

Where reviewers break with the AI ranking

The dot is the reviewer score; the bar is how far apart individual reviews ran.

  • Pura Max 2
    ▼ AI panel ranks it higher
    4.0/5Divided
    4 reviews · 2.54.5 spread
    AI ranks it first but reviewers note the earlier Pura Max version had documented leaking flaws. While later Pro models appear to address this, the flaw history weighs down user confidence.
The reviews behind this

PETKIT Purobot Max Pro 2 Review: Is it the Best Value Automatic Litter Box? | The Cat Butler

The Cat Butler

reviews Pura Max 2

Petkit Pura Max Review: A $299 Leaky Mess?

Cats

reviews Pura Max 2

How Litter-Robot 4 Works | Self-Cleaning Litter Box

Litter-Robot

reviews Litter-Robot 4

Long-Term Review of the Litter-Robot 4

One Man Five Cats

reviews Litter-Robot 4

Meet Litter-Robot 5 Pro

Litter-Robot

reviews Litter-Robot 5 Pro

NEW Litter-Robot 5 Pro Review: The ULTIMATE Self-Cleaning Cat Litter Box?

Technically Jeff

reviews Litter-Robot 5 Pro
06

Street pulse?

The field, checked against TikTok.

4 of the top 10 carry a street read — 14 clips · 5.2M views · since Feb ’23.

3

Pura Max 2

Tracks cat usage with photos, weight, and alertsMonitoring/Alerts · 2 clips

0early
4

Litter-Robot 4

Eliminates scooping and saves timeLitter efficiency & savings · 6 clips

+73
5

Litter-Robot 5 Pro

Bigger capacity saves refilling timeWaste drawer · 2 clips

+100early
9

Purobot Max Pro 2

Smart camera recognizes individual cats and monitors healthCamera & health monitoring · 4 clips

+100

No street read yet: 6 of the ranked picks — coverage grows with the collection drip.

Compared against most often

Litter Robot 4

×1 clips · 3.7M views

Where it shows up

Multi-cat households

×3 clips

as of July 28 · 14 clips · 5.2M views · since Feb ’23 · short-form, sponsored excluded?

07

Marketing honesty

Which brands keep their word.

6 brands in Pet Tech carry a marketing-honesty score — how their official claims hold up against owner & expert reviews. Field median 83.?

as of August 1 · 6 brands?

08

On video

What the buying guides say.

What the buying guides say

Pet tech covers a wide range of gadgets — cameras, feeders, activity trackers, automated doors, and interactive toys. Buy for a real problem your pet has, not because the device is clever.

  • Choose treat-dispensing cameras if you travel or work long hours. Being able to see and reward your pet from a distance is the part owners actually use and value.
  • Look for automatic feeders that run on both mains power and batteries. A power cut should not mean a missed meal.
  • Use an activity tracker if a vet has told you your pet needs more exercise. The data gives you a concrete goal and makes it easier to spot changes in daily movement over time.
  • For automated pet doors, check that the unit fits your existing door frame before buying. A collar-triggered lock keeps stray animals and intruders out, which a plain flap cannot do.
  • For self-cleaning litter boxes and automatic feeders, prioritise ease of disassembly. Parts you can actually wash keep the device hygienic and extend its useful life.

Common mistakes to avoid

  • Do not assume your pet will take to interactive tech toys. Some animals learn quickly; others ignore the device entirely. Know your pet's temperament before spending heavily.
  • Avoid any smart device that requires a 5 GHz Wi-Fi connection if your home router runs on 2.4 GHz only — many pet gadgets only support one band, and a failed connection makes the whole thing useless.
  • Do not buy pet tech as a substitute for time with your animal. Owners who rely on automated play report their pets still seek human interaction far more than they use the machine.
  • Check app quality before committing. Hardware can be solid while the companion app is unreliable or poorly designed, and the app is how you control most of these devices.

Synthesised from: The Wall Street Journal · Engadget · Jasmine Dy · Homecrux

Watch the guides

Pet Tech, Reviewed by a Dog

The Wall Street Journal

Best pet tech of CES 2016

Engadget

MUST HAVE PET TECH 2022 - WoPet Feeders

Jasmine Dy

Best Pet Tech Products From CES 2024

Homecrux

Act three

Read the rankings.

If the top products faced off, question by question, the lineups each brand fields, and a running list of what just moved.

09

Top picks compared?

If they faced off, question by question.

Round 1
Microchip Pet Door Connect1
Power Pet Electronic Pet Door PX-20
Litter-Robot 41
Litter-Robot 5 Pro0
Alpha 300i1
Litter-Robot 51

tied 1 : 1 — tiebreak: higher seed advances

Pura Max 21
SmartDoor Connected Pet Door1

tied 1 : 1 — tiebreak: higher seed advances

Semifinals
Microchip Pet Door Connect1
Litter-Robot 41

tied 1 : 1 — tiebreak: higher seed advances

Alpha 300i1
Pura Max 21

tied 1 : 1 — tiebreak: higher seed advances

Final
Microchip Pet Door Connect♛ champion1
Alpha 300i1

tied 1 : 1 — tiebreak: higher seed advances

10

Brand rosters?

Lineups behind the leaders.

PetSafe

#1 brand

PetSafe
8 SKUs
  1. #2SmartDoor Connected Pet Door0% winno reviews yet
  2. #4Electronic SmartDoor0% winno reviews yet
  3. #7ScoopFree Complete Plus0% winno reviews yet
  4. #7Smart Door Microchip Pet Door (Gen 2)0% winno reviews yet
  5. #8PetSafe Self-Cleaning Litter Box0% winno reviews yet
  6. #8SmartDoor WiFi 20250% winno reviews yet
Whisker

#2 brand

Whisker
6 SKUs
  1. #2Litter-Robot 40% win4.4/5Holds up
  2. #3Litter-Robot 5 Pro0% win4.3/5Holds up
  3. #4Litter-Robot 50% winno reviews yet
  4. #9Litter-Robot 4 Self Cleaning Cat Litter Box0% winno reviews yet
  5. #18Whisker Automatic Self-Cleaning Litter Box0% winno reviews yet
  6. #26PetPort 20250% winno reviews yet
Tractive

#3 brand

Tractive
6 SKUs
  1. #5GPS Tracker DOG 60% winno reviews yet
  2. #6Smart Dog GPS Tracker0% winno reviews yet
  3. #7Tractive Dog Tracker 50% winno reviews yet
  4. #12Tractive GPS DOG 60% winno reviews yet
  5. #16GPS Dog Tracker Gen 50% winno reviews yet
  6. #17Ultra 20260% winno reviews yet
Fi

#4 brand

Fi
5 SKUs
  1. #3Fi Series 3 Smart Dog Collar0% winno reviews yet
  2. #4Fi Series 4 Collar0% winno reviews yet
  3. #11Smart Dog Collar Series 3+0% winno reviews yet
  4. #15Fi Series 40% winno reviews yet
  5. #20Collar 4.00% winno reviews yet
11

Ledger?

What just moved here.

  1. ✦ debutdebut at #7
  2. ✦ debutdebut at #8
  3. ✦ debutdebut at #11
  4. ▲ climb#20 → #2
  5. ▲ climb#23 → #5
  6. ✦ debutdebut at #12
  7. ✦ debut
    Alpha 300Alpha 300Garmin
    debut at #15
  8. ✦ debutdebut at #16
  9. ✦ debut
    PetSafe Self-Cleaning Litter BoxPetSafe Self-Cleaning Litter BoxPetSafe
    debut at #19
  10. ✦ debut
    Smart Door Microchip Pet Door (Gen 2)Smart Door Microchip Pet Door (Gen 2)PetSafe
    debut at #21
  11. ▲ climb
    Fi Series 4 CollarFi Series 4 CollarFi
    #25 → #17
  12. ▲ climb
    GPS Tracker DOG 6GPS Tracker DOG 6Tractive
    #26 → #18
  13. ✦ debut
    SmartDoor WiFi 2025SmartDoor WiFi 2025PetSafe
    debut at #22
  14. ✦ debut
    Tractive Dog Tracker 5Tractive Dog Tracker 5Tractive
    debut at #23
  15. ▼ fall#8 → #14
  16. ✦ debut
    AirTag 2 (with Dog Collar Mount)AirTag 2 (with Dog Collar Mount)Apple
    debut at #24
  17. ▲ climb#18 → #13
  18. ✦ debutdebut at #25
  19. ▲ climb
    Smart Dog GPS TrackerSmart Dog GPS TrackerTractive
    #24 → #20
  20. ✦ debut
    Litter-Robot 4 Self Cleaning Cat Litter BoxLitter-Robot 4 Self Cleaning Cat Litter BoxWhisker
    debut at #26
12

Common questions

What buyers ask about Pet Tech.

  • What does a pet tech do?

    Pet tech automates daily care tasks like litter cleaning, feeding, and door access, often with app control so you can monitor or manage your pet remotely. Most devices focus on reducing how much hands-on work you need to do while keeping your pet engaged or secure.

  • What are the benefits of using pet tech?

    Smart pet devices let you refill feeders and litter boxes less often through larger capacity reservoirs, monitor your pet's activity and health in real time, and control access or dispense treats from your phone. Many include features like microchip recognition or night-vision cameras so you stay connected even when y…

  • What are the downsides of smart pet tech?

    Reviewers note that some devices rely on proprietary parts and software that lock you into one brand's ecosystem. They also warn that real-world performance sometimes falls short of promises and may require manual fixes, and that user interfaces can lag behind competitors in notifications and smart features.

  • What should I look for when choosing pet tech?

    Prioritize reliable hardware that holds up over time without breaking down. Look for simple setup and intuitive controls that don't require technical expertise. Check whether the device uses standard parts or locks you into a vendor's proprietary ecosystem, since that affects your long-term flexibility.

  • What types of pet tech are most popular?

    Self-cleaning litter boxes and automatic feeders dominate the category for convenience. Microchip pet doors and tracking collars are also common for security and monitoring. App-enabled cameras round out the options for keeping watch over your pet remotely.

about pet tech

Pick by what you need 3 buying intents

interesting facts from pet tech

Location trackers, litter robots, and door controllers all sit under one promise: automation that handles a physical pet-care task without a human standing there. A tracker confirms where an animal roams, a self-cleaning box removes waste on a schedule, a smart door screens entry by microchip or collar signal. The shared test is whether the mechanism does its one job every time, since a feeder that occasionally misjudges a meal or a door that occasionally misreads a chip undermines the entire premise of hands-off care.

The harder trade-offs show up around the edges of that core function. Camera and sensor layers add real visibility into behavior and health, but app control is often coarser than the hardware suggests, with clunky scheduling and thin customization. Consumables, extra hubs, and add-on accessories extend the system beyond its base unit.

For brand-level rankings in this subcategory, switch to the brand view.