Get a precise measure of your brand’s standing. Our brand measurement service tracks your brand-building efforts against your strategic goals, giving you an accurate and up-to-date view of your brand performance. Key metrics can be used to assess brand strength and performance, these include the following:
- Brand awareness: This is the percentage of people who are aware of the brand. It can be measured through surveys, focus groups or using social listening tools and online measurement
- Brand recall: This is the percentage of people who can remember the brand name when prompted. It can be measured in a similar way to brand awareness.
- Brand association: This is the set of positive or negative attributes that people associate with the brand. It can be measured through surveys that ask people to list the first words that come to mind when they think of the brand.
- Brand preference: This is the degree to which people prefer one brand over another. It can be measured through surveys that ask people to rank their preferred brands in a particular category.
- Brand loyalty: This is the likelihood that people will continue to buy a brand in the future. It can be measured through surveys that ask people how likely they are to repurchase a brand.
- Brand value: This is the financial worth of a brand. It can be estimated through a variety of methods, such as brand valuation studies.
The specific metrics that are used to measure brand will vary depending on the specific goals of the brand owner. For example, a brand that is focused on increasing sales may focus on brand awareness and brand preference, while a brand that is focused on building customer loyalty may focus on brand association and increasing overall brand loyalty.
It is important to note that no single metric can provide a complete picture of brand health in a given industry or sector. A comprehensive brand measurement program will typically use a variety of metrics to assess the brand's performance across a range of dimensions and surveying multiple audiences.