An ultrasonic measurement apparatus includes a reception processing unit, a harmonic processing unit, a signal processing unit and an image generation unit. The reception processing unit is configured to receive, as a received signal, an ultrasonic echo corresponding to an ultrasonic wave transmitted toward a subject. The harmonic processing unit is configured to extract a harmonic component of the ultrasonic echo from the received signal. The signal processing unit is configured to add a weighting to the harmonic component by using a weight that varies depending on a value of the harmonic component. The image generation unit is configured to generate an image based on a signal to which the weighting has been added.
