Brand Momentum and Brand Velocity Score
#1 Brand Tracking and Brand Equity Measurement Company
What is Brand Momentum?
Brand Momentum refers to the growth potential for your brand and its likely future trajectory. The metric measures the extent to which your brand is perceived to be growing or declining relative to your competitors.
Brand Momentum is one of the strongest indicators of growth. It shows the potential for a brand to grow more than any other metric. Momentum works on the Wisdom of Crowds, and despite no individual likely knowing, consumers collectively have a knack for knowing which brands are likely to be growing and which aren’t.
Why is it important?
Brand Momentum represents the perceived relative position of your brand in the market. It is not about where your brand sits in terms of sales, or financial analyst stats – it is about how it’s perceived by the people whose opinions really matter – consumers.
Brand Momentum is, therefore, seen as a better indicator of growth than the traditional Net Promoter Score (NPS), because it encompasses a wider field – it includes perceived growth amongst everyone who is ‘brand aware’, rather than just those who are brand users.
What drives brand Momentum?
Momentum is a complex KPI, driven by your marketing activity and spend, product availability, brand image, and your brand proposition and positioning.
Brand growth and momentum are ultimately comparative metrics 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.
Ideally, every business wants to be seen as ‘growing’ – it implies innovation, evolution, and increased customer base, less risk for consumers and, therefore, a higher correlation to increased sales.
But it is worth noting that a ‘stable’ brand that doesn’t advocate switching or changing quickly (think automobiles or banks) can still secure a steady flow of consumers. For some markets, the perception of rapid changes can be less favourable than that of steadiness and reliability.
If your brand is perceived to be ‘declining’, it is important to take action. It’s likely other brands have overtaken you; you’ve become less relevant or you are no longer in tune with your customer’s needs. You need some new direction.
But there are always exceptions to this rule. A prime example of a product that has been in a slow state of decline for many years is Chanel No.5. Why is it in a slow state of decline? It is arguably one of the most well-known scents globally. But consumers tend to change their perfume frequently, so unless brand loyalty is high, they will slowly convert to something new. Chanel No.5’s Brand Momentum typically reaches a certain point of decline, at which point an advertising campaign reinjects interest. The result? A renewed growth stage.
We’ve predicted brand momentum being low and it turning into the downfall of a brand. The prime example would be the work we have done in the Airline Industry. We noticed how Monarch was in a state of heavy decline, with the brand failing to recoup from its trajectory and inevitably went bust. It goes to show how our momentum generates accurate areas of both success, which should be used as a sign of what a brand does right, but an alarming metric when your brand is facing the lower scores of momentum, highlighting how action must be taken to change before it is too late.
Brand Momentum Book
The #1 Growth Metric for Every Boardroom
Brand Momentum is the new groundbreaking book that’s packed with cutting-edge research, innovative strategies, and the psychology behind momentum theory. This is the playbook every marketer and business leader needs in their arsenal to understand how brands truly grow and get ahead of the game. Don’t take our word for it – read the reviews below.
Read how to use the brand momentum book to leverage the information for practical implementation and where to start reading for different knowledge levels:
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Essential Brand Metrics – part of our BrandVIsion framework
Running brand tracking surveys over time will allow you to spot trends and take action more quickly. But you’ll need to measure more than brand metrics if you want truly actionable research, so welcome to BrandVision.
Tab Contents
Welcome to BrandVision
Metrics to Turbo Charge any Brand Strategy
BrandVision is our flexible brand evaluation system that can be customised to your needs. From self-serve to fully managed, BrandVision offers tracking for brands of all shapes and sizes.
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.
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 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.
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.
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 Health
8 Secrets to a Healthy Brand
- The 8 Essential brand image metrics are:
2. Ethical – Are you seen to be doing the right things?
3. Brand Identity -Does your Brand identity have Clarity?
4. Brand Noise – Is your brand grabbing people’s Attention?
5. Newsworthy – Is your brand worth talking about?
6. Outstanding – Do you offer exceptional Quality or Value?
7. Variety – Is your brand flexible and has multiple uses or benefits?
8. Accessible – Is your brand Readily Available and Convenient?
On Trend – Is your brand Topical & Current?
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.
Research Case Studies
A range of our branding and brand tracking research case studies
Recent Case Studies
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