8 Brand Health Metrics to help you Grow
Improve your Image with Brand Health Tracking
8 metrics to Improve your Brand Health Today
With two decades of brand and marketing communication evaluation, we have created a group of 8 powerful brand image attributes which transcend all markets.
Brand Health is a key metric and an integral part of our brand health tracking programmes. It’s used to evaluate important brand metrics backed up by neuroscience and behavioural economics.
The 8 components of brand health tracking:
- Brand Identity -Does your brand identity have Clarity?
- Brand Noise – Is your brand grabbing people’s Attention?
- Newsworthy – Is your brand worth Talking about?
- Outstanding – Do you offer exceptional Quality or Value?
- Variety – Is your brand Flexible or have multiple benefits?
- Accessible – Is your brand readily available and Convenient?
- On Trend – Is your brand Topical & current?
- Ethical – Are you seen to be doing the Right things?
Brand Health and Reputation Management
Every brand is unique, which means there are countless ways to track brand performance. While there may be an infinite number of brand image attributes to measure, not all are equally important—some matter more than others.
For a brand to succeed, it must be recognisable and memorable. That’s why branding elements—such as logos, colours, typography, and other visual assets—play such a crucial role. But recognisability alone isn’t enough in today’s saturated market. Brands must also stand out and capture attention—what we call being noisy and noteworthy.
In recent years, a shift in consumer expectations has placed greater emphasis on a brand’s values. Caring for the planet and for people—both within and beyond our immediate communities—has become essential. While consumers may not always pay more for these ethical practices, they increasingly expect them as a baseline.
8 Killer Brand Metrics
Running brand image tracking and brand health studies will mean you spot trends sooner and take action more quickly. But you’ll need to measure more than brand metrics if you want truly actionable research you need BrandVision.
Tab Contents
Metrics to Turbo Charge your Strategy
BrandVision is our flexible brand health tracking and brand equity measurement system that can be fully customised to your requirements. From self-serve to fully managed and always on, BrandVision offers brand health tracking for consumer and B2B brands of all shapes and sizes.
Brand Awareness
The Battle for the Mind
Many marketers believe Brand Awareness is a single metric – in truth, it’s a lot more complex than that! Whilst it is a reactive measure, brand awareness measurement, still has a role to play in brand health.
We’d like to explain why…
Behavioural Economics has shown the importance of Availability Bias and that winning customers’ choices means being front of mind. Brand Awareness metrics include: Prompted Brand Awareness, Brand Recognition and Brand Recall. Together, we call it Mindshare.
Brand Magnetism
Magnetism attracts Customers
Part of the brand funnel, Magnetism refers to the attraction your brand has with the target market.
There are two aspects to brand Magnetism. Firstly, the strength of appeal and interest in the brand. Secondly, it is about the segments and groups interested in the brand. Understanding who, and who isn’t interested in your brand are the first steps in creating a strong marketing and brand strategy.
Brand Magnetism is the holy grail for many brands as it is often associated with some of the best and most iconic brands in history.
Brand Love
The Power of Love
The concept of Love in brand relationships has been receiving immense and escalating attention. It is considered by many experts as the essential ingredient for capitalising in today’s new order.
Brand Love underpins the consumer-brand relationship. It’s not an emotional or fluffy metric but rather the holy trinity of brand metrics, combining three powerful metrics: Relevance, Need and Trust.
Evaluation of brand tracking data has taught us, time and time again, that Relevance is arguably the most important metric of all – and is highly correlated with consumer behaviour.
Brand Momentum
Discover the power of Brand Momentum.
Momentum refers to the growth potential for your brand and its likely future trajectory. Momentum measures the extent to which your brand is seen to be growing or declining.
Momentum is a complex KPI and is driven by your marketing activity and spend, product availability, brand image and your brand proposition and positioning.
Brand Momentum is a better indicator of growth than virtually any other consumer metric. Its role is far more important than the highly regarded Net Promoter Score (NPS), because it is a better predictor of consumer behaviour than any other brand metric.
Brand Fame
What is Brand Fame?
Brand Fame (also known as brand leadership) is one of the key metrics that indicate whether or not your brand has a USP and is seen by consumers as a ‘Leader’, ‘Different’ or ‘Characterless’.
There are two very important aspects to Brand Fame: Uniqueness & Leadership, Brands that have neither of these attributes tend to struggle, with little to set them apart from their competitors.
A great example of this is people’s desire to own the Apple brand. The high levels of Fame (Distinctiveness and Leadership) correlate highly with Brand Love and Consumer Loyalty – which ultimately has helped drive Apple’s dominant position in the market.
Net Promoter Score
The Recommended Metric
Net Promoter Score or NPS for short, was initially developed in 2003 by Bain & Co to help companies earn customer loyalty and inspire employees,
NPS is an important part of consumer research for many companies as it is a measure used to gauge customer loyalty, satisfaction, and enthusiasm for a company
Further research carried out by Nielsen has supported the metric, confirming that word of mouth is the most influential element of consumers’ purchasing decisions.
Brand Emotion
Creating Strong Emotional Bonds
Branding is much more than just a brand name, logo or strap line. Successful branding is far deeper than that.
The best and strongest brands form an emotional relationship with their customers. We call this Emotional Branding, and along with Brand Love, these forms a pivotal part of our BrandVision approach and our Brand Equity Wheel.
Developed by Robert Plutchik the Wheel of Emotion helps to explain how emotions work.
Latest Client Testimonials
Vision One were excellent to work with throughout the process. They understood our brand and its needs and took on feedback to make changes where necessary. We’re very happy with the level of insight gained.
Vision One’s BrandVision has given us new and powerful insights – helping us understand our brand health and shape our strategic decisions going forward.
Vision One were an absolute pleasure to work with and I would highly recommend them to anyone looking for a strategic thinking market research agency. They had great client relations, they bought creative ideas to the table, and delivered on the strategic insight we needed.
I just want to say thank you so much for the brilliant presentation yesterday. The work you’ve done has really hit home, which will make a massive difference to our work. We’re really grateful!
They are methodical in their approach, always looking for the best way to approach a particular area, and genuinely go the extra mile for their clients. I have recommended them to other businesses seeking their expertise
From enquiring about our research project they sought to really understand our questions and needs. Results were delivered really quickly, managers were friendly, professional & always on hand.
I have thoroughly enjoyed working with Vision One. They are very helpful, knowledgeable and approachable. I would definitely recommend their services.
Can we help?
Brand health is one of the core brand metrics we use in BrandVision – our market-leading brand health tracking tool.
Book a call or contact us below:
Your Questions Answered (FAQs)
The 5 Cs of Branding provide a simple framework for building strong, differentiated brands:
- Company – Your purpose, values, and capabilities.
- Customers – The needs, motivations, and behaviours of your target audience.
- Competitors – Who you’re up against and how you stand apart.
- Collaborators – Partners, suppliers, and stakeholders shaping delivery.
- Context – Market trends, culture, regulation, and economic forces.
They’re important because branding doesn’t exist in isolation. The 5 Cs ensure your positioning is relevant, distinctive, aligned internally, and resilient externally—driving sustainable growth rather than short-term visibility.and services with consumer needs, ultimately driving growth and profitability.
Research from the Ehrenberg-Bass Institute highlights three core principles for building strong brands:
- Mental availability – Be easy to think of in buying situations through consistent, distinctive brand assets.
- Physical availability – Be easy to buy by maximising distribution and reducing friction.
- Broad reach over narrow targeting – Growth comes from light and occasional buyers, not just loyalists.
Together, these principles show that brand growth is driven by reach, salience, and accessibility—not just persuasion or loyalty.
Brand momentum is essential for brand growth isn’t created in a single campaign — it’s built through sustained, compounding advantage.
Brands that generate momentum:
- Increase mental availability – They become easier to think of in buying situations.
- Strengthen physical availability – They remove friction and expand access.
- Build consistency – Repeated signals reinforce memory structures over time.
- Compound appeal and credibility – Each positive interaction adds weight.
- Outpace competitors – Momentum creates acceleration that’s hard to disrupt and provides a competitive advantage in its own right.
Without momentum, brands stall in short bursts of activity. With it, growth becomes cumulative, predictable, and strategically scalable rather than reactive or campaign-dependent.
Vision One Research is a strategic market and brand research agency that helps businesses understand their customers, markets, brands and communications to make informed decisions and grow effectively. Their brand research offerings include:
📊 Brand & Marketing Research Services
- Brand research & brand equity measurement – understand awareness, perceptions, positioning and strength of your brand.
- Brand tracking studies – continuous measurement of brand health, loyalty and performance over time.
- Advertising and communications research – pre-testing and tracking ad effectiveness.
- Consumer and B2B market research – qualitative (focus groups, interviews) and quantitative (surveys) to uncover behaviour and drivers.
- Segmentation, concept testing, and market insights – to refine positioning and strategic growth decisions.
Vision One’s research blends robust methodologies and advanced analytics to help brands improve awareness, relevance and long-term momentum.
Data integrity is at the heart of our research process. We are ISO 20252-accredited and utilise robust sampling frameworks, meticulous data validation techniques and continuous quality monitoring throughout the research lifecycle.
Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.
We work with companies of all sizes, from small businesses (SMEs) to the world’s largest international brands, and market research is important to them all.
Our clients include advertising and PR agencies, financial services, food and drink,packaging research, FMCG, housing, local government, luxury and fashion, social research, travel and tourism, manufacturing and brands, service providers and associations.
For any business, market research agencies possess a deep understanding of research and how to achieve the desired results. It’s about understanding customer needs, market demand, pricing strategies and industry trends. It supports innovation, validates business ideas, and ensures that marketing messages are effectively targeted. Businesses that invest in consistent market research are better positioned to respond to market changes, create and attract loyal customers and maximise ROI.
Here are the addresses for some of the UK’s top market research companies specialising in brand tracking and brand health research
- YouGov BrandIndex – Brand health and competitor tracking across multiple markets
- Kantar Group – Offers comprehensive brand health and equity tracking solutions backed by decades of data and global reach.
- Vision One Research – Specialists in tailor-made B2B and consumer brand tracking to deliver precisely what clients need
- System 1 – Emotion based brand tracking
- Qualtrics – Off-the-shelf enterprise-grade brand tracking and experience measurement platform combining survey data with analytical insights.
- Latana – Brand tracking software emphasising awareness, consideration, and audience segmentation with frequent measurement.
- B2B International – B2B Brand tracking specialists
Vision One is committed to ethical practices in market research by adhering to industry standards and guidelines set by organisations such as the Market Research Society (MRS) and ESOMAR and the Good Business Charter. This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process.
By prioritising ethical considerations, Vision One builds trust with clients and participants alike, ensuring that the research conducted is not only effective but also responsible and respectful of individual rights.
Contact Us
We are quick, responsive, and above all, our research is customised precisely to your needs, ensuring you get exactly what you need every time.
Email us at mail@visionone.co.uk
Complete the enquiry form.
Or book a meeting below.
Powering Business Decisions
Latest News
Keep up to date with the latest news and posts from Vision One
