Brand Health Metrics
Improve your Image and Brand Health
8 Metrics in 1 – Improve your Brand Health Today
With 23 years 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 single metric used to evaluate important brand metrics backed up by neuroscience and behavioural economics.
The 8 brand health metrics are:
- 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 uses or 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?
What drives brand Momentum?
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 growth and Momentum is ultimately a comparative metric which should be used to benchmark your brand against others. Ultimately, for any brand looking to grow or disrupt a market this is the metric to go for.
Consumers’ perception of your brand, as a whole, is vital. It is not just about the product or service that you offer – it’s about whether you are seen to be dynamic and different to your competitors. It is your brand personality and whether you demonstrate progression, truth, leadership and innovation.
8 Killer Brand Metrics
Running brand image tracking and brand health checks will allow you to spot trends over time and allow you to take action more quickly. But you’ll need to measure more than brand metrics if you want truly actionable research, so Welcome to BrandVision.
Welcome to BrandVision
Metrics to Turbo Charge your Strategy
BrandVision is our flexible brand evaluation system that can be fully customised to your requirements. From self-serve to fully managed BrandVision offers tracking for 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! 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
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.
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.
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 with 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.
BRAND HEALTH CHECK?
Brand Health is one of the core brand metrics we use in BrandVision – our market-leading Brand Tracking tool. BrandVision allows you to monitor and build your brand strategy.