Seven brand health metrics and how to measure them

30-second summary:

  • Brand health is an umbrella term for metrics that shows you how well your brand is doing.
  • These metrics include – Net promoter score, share of voice, brand reputation, unprompted brand recall, prompted brand recall, purchase intent, and brand equity.
  • Founder and CMO at SEO PowerSuite and Awario, Aleh Barysevich, walks you through the calculations for each of the metrics.
  • There are three common ways to measure brand health – focus groups, questionnaires, and social listening tools.

Brand health is a collection of metrics that shows how much your branding contributes to achieving your goals. It applies equally to multinational corporations and tiny new Instagram businesses: no matter the size of your company, your clients are either affected by your branding, or they aren’t, or they are affected to some extent. Knowing the details of your brand health will help you see the strengths and weaknesses of your branding, and help you decide on the future actions regarding it.

In this article, we’ll go through the metrics that determine brand health.

Each of the metrics is important in its own way and reveals a different aspect of brand health. It may be that your brand awareness is superb, but the purchase intent is suffering. It might be that your customers love your brand, but the overall brand reputation is not that good (perhaps, there was a…

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