8 Brand Equity Metrics
#8 Brand Tracking Metrics & the Brand Wheel
The Brand Wheel – 8 Brand Equity Metrics for ultimate in Brand Health measurement and building strong brands
Brand health measurement with brand equity metrics
The 8 brand equity metrics on the Brand Wheel are the foundation for all brand health and tracking programmes.
They capture how strongly a brand resonates with customers and the influence it has on their decisions.
At Vision One, we’ve spent years refining the science of brand measurement to uncover the metrics that truly drive growth. These insights sit at the core of our BrandVision philosophy, where brand equity is recognised as the ultimate measure of brand health. Why? Because strong brand equity translates directly into sales, market share, growth, and long-term profitability.
Our Brand Equity Wheel is one of the most advanced brand evaluation tools available today. Designed to give brand owners a clear picture of strengths, weaknesses, and future opportunities, it helps marketers focus on the KPIs that most impact brand performance. With it, you’ll not only track how your brand is performing now but also anticipate its potential — ensuring you stay one step ahead of the competition.
The Brand Equity Wheel
The Brand Equity Wheel or ‘Brand Wheel‘ model summarises the eight most important brand metrics. These measurements are categorised into four themes, each colour-coded on the brand wheel:
- Salience = Mindshare + Magnetism,
- Energy = Momentum + Brand Health
- Delight = Emotion + Brand Love
- Status = NPS + Fame
At the heart of Brand Health measurement is the overall Brand Equity Score, which combines all eight brand metrics. These brand tracking metrics are ideal for measuring and monitoring overall Brand Equity. Ultimately, providing essential information to marketers and brand owners on the effectiveness. of their brand-building activities.
Please get in touch if you would like more information and some brand equity examples
BrandVision – The 8 brand metrics you need
Running brand health or tracking studies over time will allow you to spot trends and take action more quickly. But you’ll need to measure more than this if you want truly actionable research, so welcome to BrandVision.
Tab Contents
Awareness & Mindshare
The Battle for the Mind
Many marketers believe Brand Awareness is a single metric – in truth, it’s a lot more complex than that! As experts in brand awareness measurement, 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
Awareness alone is pointless if your brand doesn’t possess Brand Magnetism.
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 the brand’s appeal and interest. Secondly, it is about the segments and groups interested in the brand. Understanding who is and isn’t interested in your brand is the first step 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 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 lack either of these attributes tend to struggle, with little to set them apart from competitors.
A great example of this is people’s desire to own the Apple brand. The high levels of Fame (Distinctiveness and Leadership) correlate strongly with Brand Love and Consumer Loyalty, which have ultimately helped drive Apple’s dominant position in the market.
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 to be 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 Health
8 Secrets to a Healthy Brand Image
- The 8 Essential brand image metrics are:
- Ethical – Are you seen to be doing the right things?
- 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 and has multiple uses or benefits?
- Accessible – Is your brand Readily Available and Convenient?
- On Trend – Is your brand Topical & Current?
Brand Momentum
Discover the power of Brand Velocity.
Brand Velocity is part of Brand Momentum theory and refers to the growth potential for your brand and its likely future trajectory. Velocity measures the extent to which your brand is seen to be growing or declining.
Brand Momentum is a KPI driven by your marketing investment, 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 because it is a better predictor of growth and growth potential than any other brand metric.
Net Promoter Score
The Recommended Metric
Net Promoter Score 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 by Nielsen has supported the metric, confirming that word of mouth is the most influential factor in consumers’ purchasing decisions.
Brand Emotion
Creating Emotion and Strong Relationships and Connections
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, it 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
Allianz (Insurance and Asset Management)
Vision One were a pleasure to work with. I enjoyed the whole process start to finish, they managed my expectation perfectly and their level of service was outstanding and their insights were effective. I would recommend them to anyone.
Salcombe Gin (Alcoholic Drinks)
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.
Silentnight (Beds, Mattresses and Sleep)
Vision One’s BrandVision has given us new and powerful insights – helping us understand our brand health and shape our strategic decisions going forward.
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!
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Q&A Vision One’s brand research solutions
Brand market research specifically examines how customers perceive, experience, and connect with a particular brand and its competitors. It’s focused on brand equity, positioning, awareness, loyalty, and emotional resonance.
Brand research companies typically answer questions like: How many people are aware of my brand? What does our brand stand for in customers’ minds? How do we compare to competitors on brand attributes? What drives brand preference and loyalty? How strong is our brand awareness? Which brands to watch out for and have momentum.
Branding market research dives deep into the intangible assets that differentiate one company from another beyond product features and pricing. It measures brand health through metrics like Net Promoter Score (NPS), brand recall, consideration rates, and emotional associations.
We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include
- Advertising research and Ad testing
- Brand research (identity and brand equity)
- Brand tracking studies
- Business-to-business research
- Customer satisfaction and CX
- Ethnography and observation
- Idea generation and Co-creation
- International & global research
- Market segmentation and personas
- Messaging and Copy testing
- Online research and online surveys
- Pricing Research
- Proposition and Concept testing
- NPD and Product research
- Research training & Consultancy
- Shopper insights and Retail research
- Usage & Attitude surveys
We combine qualitative insight, workshops, and strategic analysis to uncover the core value your brand offers customers. Through techniques such as focus groups, stakeholder interviews, and competitor mapping, we help identify the positioning that will resonate most strongly with your audience and set you apart from competitors.
Effective brand strategy must be built on real customer insight. Our research helps businesses understand how customers perceive the category, what drives choice, and where opportunities exist for differentiation. This ensures your brand strategy is rooted in evidence rather than assumptions.
Kantar
Known for brand equity frameworks such as Meaningful, Different and Salient.
System1 Group
Focuses on emotional response and System 1 advertising effectiveness.
Vision One
Know for BrandVision and its brand wheel and the 8 brand equity metrics (including Brand Momentum).
Vision One offers extensive brand marketing research solutions, spanning qualitative and quantitative methods. Key benefits include:
- Pioneering techniques to uncover new insights and a deeper understanding of customers
- Latest advanced technology for enhanced data analysis and coding
- MRS Company Partners for the highest ethical standards of research
Here’s our top 5 resources for brands:
WARC and Institute of Practitioners in Advertising (IPA) offer excellent range of case studies, research and insights into advertiing and marketing effectiveness
If you’re passionate about the history of brands – why not checkout the museum of brands.
Brand research case studies
A range of our brand and branding market research case studies
Recent Case Studies
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