What is BrandVision?

BrandVision is Vision One’s brand health tracking tool: a repeated survey of your market, scored on the eight metrics of the Brand Equity Wheel and combined into one Brand Equity Score, for your brand and every competitor. Results are reported in a dashboard with a researcher’s commentary, so each wave ends with a decision rather than a deck.

In fast-moving markets, brands can rise or fall in a matter of months. Customer expectations shift, competitors launch new products and cultural trends reshape what people value. Traditional brand tracking, while valuable, often struggles to keep pace. BrandVision is the system behind our brand tracking: it combines current survey technology with the brand measurement thinking Vision One has refined over two decades.

Why brand health measurement needs a rethink

For decades, brand tracking has been the cornerstone of strategic marketing. It measures the metrics that matter: awareness, consideration, preference, loyalty and advocacy. The problem is that many tracking programmes still rely on outdated methods, producing slow, static reports that describe last quarter rather than explain it, and that arrive too late to change the next campaign.

BrandVision was developed to solve those problems: faster fieldwork, a single score the board can follow, eight metrics that explain why the score moved, and reporting built for decisions. The sections below explain what it measures, how the technology works, what you get each wave, and how it differs from a standard tracker.

What BrandVision measures: the Brand Equity Wheel

At the heart of BrandVision is the Brand Equity Wheel, Vision One’s model of the eight metrics that drive brand growth, arranged in four themes. Each metric is measured by survey among a representative sample of your market, for your brand and for each competitor, and the eight combine into the Brand Equity Score, the single number that tracks with sales and market share. Brand health is one of the eight, which is why BrandVision is both a brand equity measurement system and a brand health tracker.

• Salience: Mindshare and Magnetism. How readily the brand comes to mind, measured through prompted and spontaneous brand awareness, and how attractive it is to people who know it (Magnetism).
• Energy: Momentum and Brand Health. Whether the market sees the brand as growing, static or declining (Momentum), and the eight image attributes behind that view (brand health: ethical, identity, noise, newsworthy, outstanding, variety, accessible and on trend).
• Delight: Emotion and Brand Love. The feelings the brand evokes (Brand Emotion) and the strength of the consumer-brand relationship (Brand Love).
• Status: Net Promoter Score and Fame. Willingness to recommend (Net Promoter Score) and whether the brand is seen as a leader and as different (Fame).

Alongside the wheel, every BrandVision tracker reports the brand funnel from awareness to loyalty, so you can see where people drop out as well as how they feel. The example below is a scored wheel for Cancer Research UK, the UK’s strongest charity brand in our measurement, drawn from an earlier version of the model: each segment is scored, the centre shows the overall Brand Equity Score, and the shape shows at a glance where the brand is strong and where it is exposed.

Cutting-edge technology at the core

BrandVision blends advanced survey research with analytics tools. Fieldwork runs on current online data collection platforms, capturing feedback from carefully profiled audiences with speed and accuracy, and is conducted to the MRS Code of Conduct and Vision One’s ISO 20252 quality process. Analytics, including AI-assisted segmentation and text analysis, then process the data to surface patterns in brand perception and consumer behaviour that traditional reporting misses. The questionnaire core stays fixed from wave to wave, because comparability is what makes a tracker a tracker; the analysis is where the technology earns its keep.

Key brand tracking features

• Real-time dashboards. Live access to results as fieldwork completes, so you can see brand performance at a glance without waiting weeks for a report.
• Advanced segmentation. Profiling that identifies your most valuable customer segments and shows how each one sees and uses your brand, so the score is never read as a single average.
• Emotion and sentiment analysis. Measurement of the feelings and associations driving brand choice, not only the rational factors.
• Trend forecasting. Momentum and the Brand Velocity Score read the direction of travel, so shifts in consumer sentiment show up before they reach sales.

The key benefits of BrandVision

• One metric for tracking and comparison: the Brand Equity Score, benchmarked against competitors and norms.
• A clear strategy to grow your brand: the eight metrics show which lever to pull, from awareness to recommendation.
• Designed for both B2B and consumer brands, with questionnaires adapted to business decision-makers where needed.
• International by design: the metrics transfer across countries and cultures, so a multi-market brand reads one scorecard.
• The eight most important metrics for measuring brand health and growth, in one survey.
• Built on proven brand models, including the brand pyramid and the brand funnel, rather than invented for a sales deck.

How BrandVision reports

Waves run monthly, quarterly or annually, matched to your media spend and category. Each wave produces one page the business can act on: the Brand Equity Score and the eight metrics with movement since the last wave, the funnel conversion rates, and the same for every competitor. Behind it sits the brand health dashboard with trend lines, segment and competitor comparisons, and a researcher’s commentary that names the metric to fix first and the campaign or event that explains the move.

That commentary matters as much as the numbers. A brand health measurement tool that only hands over data leaves the interpretation to whoever has the loudest opinion in the room. BrandVision reports are written by the researchers who designed the study, so the recommendation arrives with the result. The same metrics power Vision One’s sector rankings, including the Charity Brand Barometer 2026, which is why a BrandVision score can be read against a whole sector as well as against your named competitors.

How BrandVision differs from a standard brand tracker

A standard tracker reports awareness, consideration and a handful of image statements, usually as separate charts with no single verdict. BrandVision differs in four ways. First, it produces one score, so the board has a number to follow and the team has eight metrics to explain it. Second, it measures momentum and Brand Love, the metrics that move before sales, rather than only the ones that confirm what sales already said. Third, every metric is benchmarked against norms built from Vision One’s sector studies, so a score is never read in isolation. Fourth, it is tailored: the model is fixed, but the category, competitors, segments and added questions are built around the decisions you need to make.

It is also designed to start small. A free brand health check measures the core BrandVision metrics for your brand in a single wave, and a first UK tracker starts from around £8,000, quoted fixed before work begins. Vision One is rated 9.4 out of 10 by UK research buyers and is ISO 20252 accredited, so the method behind the score stands up to scrutiny.

The bottom line

Understanding where your brand sits in the mind of the customer is essential for anyone trying to develop or improve a brand strategy. BrandVision is the brand health measurement tool that makes that understanding repeatable: eight essential KPIs on one wheel, one Brand Equity Score, every competitor on the same scale, and a report that tells you what to do next. If you are wondering what makes it different from any other brand health measurement tool, book a call with one of our brand experts; we can also share case studies for UK airlines, mobile phone operators and breakfast cereals.

BrandVision FAQs

What is BrandVision?

BrandVision is Vision One’s brand health tracking tool: a repeated survey of your market that scores your brand and its competitors on the eight metrics of the Brand Equity Wheel, combines them into one Brand Equity Score and reports the results in a dashboard with a researcher’s commentary. It is the system behind every Vision One brand tracker.

What does BrandVision measure?

Eight metrics in four themes: Mindshare and Magnetism (Salience), Momentum and Brand Health (Energy), Emotion and Brand Love (Delight), and Net Promoter Score and Fame (Status). Brand Health itself scores eight image attributes. The brand funnel from awareness to loyalty is reported alongside, and the eight metrics combine into the Brand Equity Score.

What is the Brand Equity Score?

The Brand Equity Score is the single number BrandVision produces by combining the eight Brand Equity Wheel metrics. It is calculated for your brand and for each competitor on the same scale, benchmarked against norms and tracked wave by wave, so it is the figure to report to the board and the one that tracks with sales and market share over time.

How is BrandVision different from a standard brand tracker?

A standard tracker reports awareness, consideration and image statements as separate charts. BrandVision adds one overall score, measures the forward-looking metrics (momentum and Brand Love) as well as the descriptive ones, benchmarks every result against sector norms, and reports with a written recommendation. The model is fixed; the category, competitors and segments are tailored to you.

How often does BrandVision report?

Waves run monthly, quarterly or annually, matched to your media spend and how fast your category moves. Each wave delivers the Brand Equity Score, the eight metrics with movement since the last wave, the funnel and the competitor picture, in a dashboard and a short researcher’s report. Continuous tracking suits brands with heavy, ongoing advertising.

Does BrandVision work for B2B and international brands?

Yes. BrandVision is designed for both B2B and consumer brands, with questionnaires adapted to business decision-makers where needed, and its metrics transfer across countries and cultures so a multi-market brand can read one scorecard. The free brand health check is limited to UK consumer brands; B2B and international studies are quoted as a first paid wave.

How do I get started with BrandVision?

Start with a free brand health check, a single wave that scores your brand on the core BrandVision metrics among a snapshot of UK adults, or book a call to scope a full tracker. A first UK BrandVision tracker starts from around £8,000, quoted fixed before work begins, with waves, competitors and segments agreed with you before fieldwork.